The starting point
RASP wanted to enhance its advertising portfolio by using first-party data more effectively. It was experiencing downward pressure on pricing, with CPMs decreasing 10% year-on-year in 2019, and was missing out on deals because of a lack of available inventory for specific audience segments. It found working with data complex and restrictive, with only three audience research specialists able to create user segments, significantly slowing down sales and campaign setup processes.
RASP sought a data platform that was simple to use, allowing more employees to create audience segments. Its objective was to increase both revenues and CPMs by building a wide range of profiles that allowed more of its inventory to be monetized. The solution needed to be customizable, with a full suite of tools to enable both contextual and audience-based targeting, allowing RASP to improve the reach and quality of its advertising offering.
RASP selected the 1plusX platform to unlock the full potential of its first-party data through the use of artificial intelligence and machine learning. It also chose 1plusX due to the tech provider’s intuitive user interface that increased accessibility, as well as the wide range of targeting options available within the solution. RASP integrated the 1plusX data platform within its in-house Ring Publishing solution, which supports content creation, management, distribution, and monetization.
It now also uses the 1plusX platform for custom data ingestion – including ad log ingestion – enabling RASP to use information such as socio-demographics and shopping behavior for audience modeling and targeting. 1plusX’s item profiles are also utilized, allowing RASP to store relevant audience information together with a piece of content, such as an article or a video. As well as audience activation, expansion, and targeting, RASP also makes use of the platform for contextual targeting and first-impression targeting.
1plusX provided a dedicated Customer Success Manager and Engineer to work with RASP during setup and continues to deliver ongoing support. New features are regularly introduced to accommodate the publisher’s changing business needs.
The success story
As a result of working with 1plusX, RASP grew revenue 3% year-on-year across all advertising products in 2020. Moreover, revenue growth was 12% year-on-year for the products most dependent on the new data offering, including display, video, and native advertising.
RASP also increased CPMs and the downward trend was reversed, resulting in a 10% year-on-year increase in 2020. Click-through rates improved by 45% and the publisher’s performance display advertising business grew by an impressive 62%.
RASP is now more agile and flexible when creating new audiences. With 1plusX, over 40 people from four teams work directly with data in the platform – including product owners, sales representatives, and ad operations specialists. Accessible tools allow everyone in the organization that needs to embrace data-driven advertising to do so. The publisher creates between 50 and 100 customer segments per month, meaning available profiles have grown by 400%.
Working with 1plusX makes it easier for RASP to discover and create new audiences that are highly relevant to its performance business, and enables it to respond faster and more effectively to proposal requests from advertisers and media agencies. Moving forward, 1plusX will help RASP understand the impact of the transition from third-party to first-party tracking, while also maximizing the potential of contextual targeting.