Sports & Entertainment
Private Marketplaces (PMPs) Fueled By Adelaide Attention & Captify Intent Data Yield 18% Higher Tune-In
Goals
- Prove that High-AU media coupled with advanced audience targeting drives incremental outcomes for a major sports league
- Establish whether in-flight optimization against PMPs leads to a higher probability of attention and impact (i.e., increase in avg. AU)
Approach
- Curate OLV PMPs within PubMatic using Adelaide AU metric and Captify search-powered audience data
- Activate against PMPs and measure AU performance across 52M impressions
- Conduct correlation analysis to evaluate the relationship between Captify High-AU PMPs and Tune-In data provided by Inscape
AU Measurement
Adelaide-Captify High-AU PMPs Smash OLV Benchmarks
PMPs averaged an AU score of 50, +27% higher than Adelaide’s OLV benchmark. Additionally, average AU increased by 20% over the course of the flight due to in-flight optimizations.
Tune-in Results
High-AU Captify Placements Achieve Double-Digit Increase in Tune-In Rate
An analysis of the inventory delivered by the Captify High-AU PMP, segmented based on AU performance, demonstrates that higher-quality media drove 18% higher Tune-In than low-quality placements.