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CNN.GR partners with OCM to minimize impression waste, optimize viewability and CTR using OCM’s brand safety & contextual intelligence tool AdSquirrel
The Challenge
Digital media group DPG owns and commercially operates a portfolio of prominent websites, including Newsbomb, Gossip-tv, Queen, and OnMed, while also representing globally recognized publications such as CNN.gr through licensing agreements.
Due to the dynamic nature of trending news content and strict blocking policies enforced by third-party brand safety vendors, DPG faced significant impression waste. Additionally, advertisements frequently appeared on non-brand-suitable articles, leading to diminished campaign performance and reduced overall revenue.
The Approach
DPG integrated AdSquirrel into its advertising workflows, granting immediate access to detailed, real-time article-level insights. AdSquirrel seamlessly extracts contextual targeting parameters and instantly integrates them within Google Ad Manager. Operating with a sub-100ms response time, AdSquirrel identifies and proactively blocks ads from displaying in environments not suitable for brand alignment.
Leveraging AdSquirrel's AI-powered analytics, DPG optimized their ad targeting strategy, significantly enhancing key performance indicators such as viewability, click-through rate (CTR), and user engagement.
The Results
By implementing AdSquirrel, DPG achieved:
48%
Reduction in impression waste, by exclusively serving ads on articles identified as brand-safe.
18%
Average increase in viewability, enhancing ad visibility and effectiveness.
14%
Average increase in CTR, achieved through custom audience segmentation and targeting.
“OCM has assisted us both on a technical level with their state of the art AI suite as well as on a strategic level by managing and optimizing our digital approach. This partnership has allowed our group to effectively expand to new heights in advertising reach from the first few months!”
N. Tsakos, Commercial Manager
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