Case Study: American Express achieves lower CPCs and higher ROI with AppNexus

How The AppNexus Programmable Platform Supercharged Greenhouse Group's Performance for American Express

American Express, working with Greenhouse Group, wanted to improve programmatic advertising ROI while reducing the time traders spent manually managing campaigns. They needed a flexible, intelligent solution that could lower CPCs and still let the team apply its own data science and buying strategies, so they turned to AppNexus and its programmable platform.

AppNexus implemented a month-long A/B test using Augmented Line Item (ALI) and AppNexus Programmable Bidder (APB) against a manually traded line item. The result was better performance and efficiency: ALI cut CPCs by 13% and reduced operation time by 73%, while APB lowered CPCs by 16% and reduced operation time by 81%; the manual campaign also required 2.6 times more human adjustments.

American Express

Marc Bergers

Marketing Executive Online Acquisition