The client got in touch to explore how DV360 can help in achieving better outcomes in terms of effective utilization of the first party data and nudging the user down the funnel for purchases as the end goal.

Currently, the limited reach and inventory availability across GDN and social is not pushing the first party data utilization’s limits. Thus, a better and more comprehensive placement group was required with capability to choose the right arena of presence across the Internet.

We started first, with a surety of gathering first party data, using the floodlight pixel implementation for multiple events in the journey of a user. Parallely, GA4 was also integrated with DV360 to drive better segmentation of data and possibility to create data driven segments.

After starting to gather the data, the campaign structure was set to target different levels of customer segments separately with respect to audience type as well as device, leading to better sync between goals and configurations of the line items.

Once the structure set in, the budgets for different funnel segments were allocated to drive a better outcome in terms of purchases from the bottom of the funnel. We also added a touch of personalization with event based ad copies addition.

This case study demonstrates the power of funnel based audience segmentation with personalization in DV360. By analysing performance and implementing strategic adjustments, we helped [Artarium] achieve improved conversions at cost effective rates.