Expanding programmatic inventory to improve
cost-efficiency by 80%
Opportunity
In a highly regulated sector, our client struggled to scale their programmatic activity and remain compliant with regulations around legal drinking age.
RMA was engaged to govern a global FMCG’s programmatic website inventory expansion process through reviewing inclusion lists to unlock untapped reach across markets.
Solution
RMA worked closely with the local markets and were supported by the client’s media agency to build a cycle of:
Education: Training teams on adding websites safely, then compiling case studies and examples of best practice.
Measurement: Tracking progress, evaluating the strength of new improvements.
Continuous Governance: Responding to the changing political, societal, and cultural landscape to review websites, content, and keywords that may be considered ‘offensive’.
Results
RMA have helped grow their UK programmatic site list from 48 to 700 sites whilst maintaining quality, brand safety, and suitability. Programmatic has become the top performing digital channel for the UK, and has improved cost-efficiency by 80%. Regionally, the no. of EMEA sites has increased by 65%, LAC sites have increased by 196%, and APAC has seen a 35% increase.
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