Programmatic case study: Telegraph partners DoubleClick to boost ad revenues 126%

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The Telegraph worked with Google’s Doubleclick to simplify its automated ad trading systems. This case study looks at how the UK newspaper got a 126% year-on-year increase in ad revenue through programmatic ads on its website.


• UK newspaper works with Google to automate trading of media space

• Combined DoubleClick for Publishers with Ad Exchange, using enhanced dynamic allocation feature

• Increased impressions delivered by 43% with an improved eCPM by over 50%

The challenge

UK newspaper The Telegraph needed a solution that would enable the business to take every layer of its ad server and offer it programmatically to the market.

The solution

The Telegraph combined DoubleClick for Publishers with Ad Exchange, effectively consolidating all programmatic trading into one system.

Using Ad Exchange enhanced dynamic allocation feature, the Telegraph were able to optimise yield on every impression.

The results

Using programmatic ads, The Telegraph increased the number of impressions delivered by 43%. It also achieved an improved eCPM by over 50% and recorded a 126% year-on-year increase in revenue.

Nicole Holtsmark, Head of Programmatic Trading & Audiences, Telegraph Media Group, said: “The phenomenal level of support and expertise from Google has strongly contributed to the great results we've been able to generate.”

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