Advertising
that’s as new
as the news

A leading US publisher

scales programmatic campaigns

to match content and conversion

Marketing Operations

The news never sleeps. When stories stay fresh, why should the ads stay the same?

The promise of programmatic advertising is greater relevance. The challenge is not the technique itself, but the ability to scale it with the right platforms. By leveraging the Infosys Aster ecosystem, we put together the right mix to go from campaign selection to execution, breaking campaigns at the speed of breaking news.

Meet the programmatic desk:
To enable a better core, we leveraged the partnership with Stackadapt to set up an end-to-end campaign management engine and migrate faster to a new digital advertising ecosystem.

Assemble the campaign bureau:
Certified programmatic professionals were housed together with expertise in DV360, Dataxu and Adobe Advertising Cloud, enabling faster campaign optimization and lesser time to go live.

Pore over the digital details:
Running programmatic efficiently required great precision from advertiser attributes to insertion order to creative selection as well as tight integration with the required CRM systems.

Details make or break the story, and the ads

The success of programmatic advertising depends on what is served, to whom, and when. Given the dynamic pace at which it moves, we had to ensure that each campaign that was loaded landed just right. To get there, our internal auditing program involved peer reviews and ensured 100% accuracy of campaign setup.

300 campaigns
launched within the first month

80%
week-on-week volume coverage increase

50%
reduction in learning period for campaigns

Key Takeaway

Programmatic is often thought of as this mindless load-it-and-forget-it display engine. But it requires as much intuition as it does automation. The human mind configures the right kind of campaign selection, even as the machine takes over for constant optimization.