The calculations and several industry insights helped to find out: while the advertising budget moves inside programmatic chain: DSP, SSP, Ad network, DMP, and ad tech providers, towards publisher, around 70% of it disappears.
The number of intermediaries required to serve an ad campaign means that businesses must pay charges, commision fees, and hidden costs for services. Each party, including the media-agency determined commission fee individually.
In-house marketing was the only option for Vesta Soft that could guarantee the control and clarity of marketing processes and the removal of middlemen. Thus, the company decided to adopt SmartyAds in-house solution in order to achieve these purposes:
Reach 30K installs
Optimize the budget spend: reduce CPI from $3 to $0.65
Gain control over first-party user data
Achieve operational transparency
SmartyAds in-house solution allowed to gather a set of marketing tools for various channels under one roof, within the company. This helped to meet the individual needs of the brand, remove the informational detachment, and create a single funnel for marketing outcome analysis.
Just in few months, Vesta Soft has managed to upgrade own media-buying ecosystem across various media channels with in-house. Using the customer first-party data enabled the company to identify the most valuable segments of consumers for their campaigns and establish connections with them via various channels. As a result, more than 30K+ installs were achieved.
Because in-house approach eliminates intermediaries and associated with them extra expenditures and commissions, Vesta Soft quickly managed to reduce the CPI from $3 to $1. With additional control over inventory applied within own system build on SmartyAds technology, the developer has successfully optimized its media-budget and subsequently reduced the CPI to $0.65.
Taking the marketing technology in-house has helped Vesta Soft to achieve the greater heights in the quality of the creatives served inside the app as well. This was a great bonus. On programmatic platforms, the creatives didn’t always meet the developer’s specifications. The in-house solution has helped the company to close this gap and save the effort of dealing with several ad platforms and tech vendors at once.