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Background
In May 2024, MilliporeSigma is the Life Science business of Merck KGaA, Darmstadt, Germany, and operates as MilliporeSigma in the United States and Canada embarked on a mission to elevate its media campaign efficacy by partnering with IAS. The primary aim was to address challenges relating to media quality, including brand safety, ad fraud, and viewability.
Despite an industry filled with obstacles, MilliporeSigma sought to optimize these elements to achieve superior campaign outcomes.
Solution
MilliporeSigma collaborated with IAS to implement the Post-Bid Media Quality Solution. This strategic partnership involved.
- Monthly Check-ins and Reporting: Regular communication facilitated strategic adjustments and rapid response to emerging issues, ensuring ongoing optimization.
- Refined Domain Lists and Placements: By continuously refining domain lists and placements, the team was able to enhance brand safety and reduce low-quality impressions.
- Campaign Adjustments Based on BAV Performance: Monitoring Brand Safety, Ad Fraud, and Viewability (BAV) metrics allowed the team to make informed decisions, enhancing campaign quality and efficiency.
- Continuous Optimizations: Through iterative testing and adjustments, MilliporeSigma and IAS refined their approach, ensuring alignment with evolving benchmarks and standards.
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