Case Study: Light Reaction achieves higher CTRs and faster setup times with AppNexus

How the AppNexus Programmable Platform Helped Light Reaction Achieve Better Results in Less Time

Light Reaction Germany, one of Europe’s leading performance-focused agencies, needed a better way to reduce slow early-campaign CTRs and cut the lengthy setup time required by its legacy bidding algorithms. The agency turned to AppNexus and the AppNexus Programmable Platform to help it use data more efficiently and improve campaign optimization from the start.

AppNexus implemented the AppNexus Programmable Platform to make line item setup simpler and use machine learning to find optimal bidding strategies sooner. The results were strong: initial CTRs increased to as high as 0.07%, about a 75% improvement over the legacy approach, and setup time dropped from 30 minutes to 15 minutes, a 50% reduction.

Light Reaction

Joern Strehlau

Head of Xaxis, Data and Product