Criteo and Lumen Announce Two PMP Case Studies
During the summer, Lumen announced the general availability of the world’s first AI-powered Attentive Private Marketplaces (aPMP). With this new solution, advertisers can purchase attention-first inventory across premium DSPs and SSPs through a single, dynamic solution to drive better outcomes.
Today, we’re happy to unveil the initial results of two recent aPMP case studies that we ran with Criteo Commerce Grid. But, before we do that, let’s talk about what makes Lumen’s attentive private marketplaces different.
Traditionally, advertisers buy digital media through a demand-side platform (DSP). DSPs help advertisers increase the efficiency and effectiveness of their ad campaigns by bidding, in real-time, on ad space across multiple ad exchanges.
Supply-side platforms are on the other side of those exchanges and help publishers sell the ad space by connecting ad inventory, ad networks, ad exchanges, and DSPs all at the same time in real-time auctions.
Lately, there have been questions about where ads end up. Made-for-advertising websites, the new name for “clickbait,” are estimated to cost advertisers some $20 billion in ad spend. We’ve written about why MFA websites are a risky bet for ads: basically, the budget gets spent, but the ads don’t get viewed due to ad clutter, poor user experience, and other factors.
Lumen Attentive Private Marketplaces solve that by giving advertisers a new way to make sure your get ads get delivered to the domains where your audience is most likely to see them.
Traditional private marketplaces (PMP) for advertisers offer exclusive access to supply before it goes to public ad exchanges. This model is usually built around a segment-based approach. Advertisers select which segment of websites they want based on quality, estimated reach, traffic, context, and more.
Rather than taking a segment-based approach, Lumen Attentive Private Marketplaces take a curation-based approach based on predictive attention signals.
Segment-based PMPs are static and based on domain quality, while aPMPs are built based on campaign goals and optimized based on domain quality and dynamic brand data for those specific campaign goals. The supply path is optimized by both domain-level data and placement-level attention data so that your ads are placed based on what domains and what ad units will drive the best results for the campaign.
The Lumen aPMP, through Criteo Commerce Grid, drives better results and spends less ad budget by focusing on how to reach campaign objectives with the most attention-efficient media.
A major telecommunications company in the US was looking to drive more website visits with programmatic video ads. The brand launched a campaign through Lumen’s attentive private marketplace (aPMP) solution and tested the effectiveness against several other major PMPs.
By buying attention-first media across Commerce Grid inventory, the team drove 32% lower CPM compared to the most expensive media network and saw a +800% higher conversion rate as defined by website visits compared to the second-best PMP.
In addition, the Lumen PMP saw the highest viewability rate across five different media networks, reaching a 87% viewability rate for ad delivery and drove +37% higher attention
A major North American quick service food chain wanted to run a video ad campaign that prioritized video completion rate t o drive brand awareness and ad recall. The team ran ads across 11 different media networks to test the effectiveness of supply. By partnering with Lumen, the brand launched a campaign through Lumen’s attentive private marketplace (aPMP) solution.
By buying media across high-attention Commerce Grid inventory, the team drove +19% higher view time than the average of the 10 other media networks and achieved the highest video completion rate, reaching an 82% video completion rate, exceeding the VCR goal by 22%.
The Lumen aPMP generated the highest attention as defined by views, view time, viewability, and other attention metrics, exceeding other media networks with +10% higher attention per 1000 impressions (APM).
Lumen’s work with Criteo Commerce Grid shows how attention can optimize for outcomes for both advertising and supply. By powering supply paths with the Lumen predictive engine, clients can reach their objectives with higher efficiency and effectiveness.
Interested in learning more? Sign up for a demo of the Lumen Attention Technology Suite today!