Case Background

Case Study
Boliga DMP
Case Background
Big Data has given publishers a whole new world of possibilities in regards to
purchasing, selling and managing data.
Taking advantage of the vast abundance of data available in today’s market leads to a large number of
attractive benefits, such as increased revenue through the monetisation of user data, leading to
sharper targeting, increased user engagement and increased yield for clients. Despite these
unquestionably beneficial advantages that Big Data has to offer, it is still far too easy to get
overwhelmed by the sheer magnitude of the possibilities available. In order to make sense of, and take
full advantage of Big Data, publishers need a DMP to collect, structure and activate their data.
The release of Adform’s DMP has made this possible, and this case study will demonstrate how Danish
property website Boliga.dk has used our DMP to package, and sell, its user data, leading to impressive
increases in yield, and helping advertisers and agencies considerably improve their campaign
performances.
Boliga.dk – A valuable source of data
While the internet is an amazing source of advertising for all types of business, when you're in software
development, you’re expected to know how to utilise online opportunities to their fullest.
Case Setup
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Case Study
Boliga DMP
The Solution
Today, Boliga uses Adform’s DMP to collect, package and process its first party data effectively,
attracting plenty of advertisers and agencies that are extremely interested in capitalising on this data.
As Ricco Zuschlag himself puts it: ”Today I can sell my data in a much more advanced way, it [Adform’s
DMP] broadens out my reach a lot more for agencies and direct buyers”.
How does it work?
Users search boliga.dk in order to find new properties. By searching, users reveal useful information
regarding their demographic profiles.
Adform’s DMP packages this user data into separate audiences, enabling Boliga to sell engaged and
valuable segments to interested parties. For brands and agencies, this is an extremely attractive
proposition, as being able to target users who fit their profile makes for far more effective campaigns.
For example, if a user searches Boliga for high priced properties in a very affluent area, his search would
suggest that he has a high income. The DMP would sort this type of user into a segment consisting of
similar users. This segment would be extremely valuable to high-end brands like BMW, who would be
able to purchase this segment from Boliga in order to effectively reach their target audience with future
campaigns.
Conversely, if certain users have searched for student accommodation in more run-down areas, music
festivals or breweries may be interested in purchasing this data.
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Case Study
Boliga DMP
Results
Since introducing Adform’s DMP in May 2014, Boliga has begun monetising its data by selling it to
various companies, who have use the granular segments it creates to pinpoint their campaigns directly
at potential target audiences.
The results are impressive to say the least.
By using the data from Boliga’s DMP to target users, a giant increase of 100% in CTR compared to the
EU Average documented in the latest numbers from Adform’s RTB Trend Report Q2 2014. In other
words, by using Adform’s DMP, Boliga can offer data to agencies and advertisers that will double the
effectiveness of their campaigns. In a market where CTRs are stabilising, the jump in CTRs by using
Adform’s DMP must be viewed as very impressive indeed.
Adform’s DMP
European Average
(RTB Trend Report Q2 2014)
Click Through Rate
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Case Study
Boliga DMP
Conclusion – Everyone’s a winner
The best thing about Adform’s DMP solution is that nobody ever loses out. Boliga create new revenue
streams by monetising their data and raising the value of their inventory, while advertisers and agencies
can purchase this highly sophisticated data, and use it to target audiences far more effectively, reducing
their ad budget waste, targeting custom consumers for highly specific campaigns, increasing their ROI
considerably and raising their CTR by a mammoth 100%.
By using Adform’s DMP to collect, arrange and activate their user data, Boliga not only created value for
themselves, but also for their buyers, potentially creating long-term trusted partnerships. This
snowballing industry value chain of sorts is extremely powerful, as the more a DMP is used, the more
granular the segments can become, allowing for higher CPMs for publishers, and far more precise
targeting for advertisers and agencies.
At Adform, we’re dedicated to make solutions that help our clients take full advantage of everything that
Big Data has to offer, and feel that our DMP is the perfect solution for any publisher wishing to capitalise
on their data.
It’s simple to use, it creates relevant segments, it’s rewarding for all, -it’s Adform’s DMP.
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