Case Study
Blis Adtech: Programmatic Bidding
Insight
Our campaign delivery faced inefficiencies due to an outdated pacing algorithm that only adjusted budgets on an hourly basis, leading to poor market adaptability.
After reviewing, the solution became clear for development of new pacing algorithms that would dynamically adjust to real-time conditions while offering better control and customisation for advertisers. The three new pacing models included:
Action
Velocity-based pacing: This model adjusted budget spend in real-time based on fluctuations in market demand, ensuring that campaigns could capitalise on high-opportunity periods without exceeding their limits.
Hourly even pacing: This ensured that budgets were distributed evenly throughout the day, preventing over- or under-utilization of allocated funds and maintaining steady campaign performance.
Accelerated pacing: Designed for campaigns needing front-loaded delivery, this option prioritized early spending to meet time-sensitive objectives.
Impact
The introduction of adaptive pacing models improved campaign performance on average by 7%.
Additionally, margins increased by 3% due to supply-focused optimisation.
Users satisfaction across the platform increase, being able to utilise both hourly, supply focused and excelerate pacing.
