Case Study: Wayfair achieves hyper-personalized, high-performance digital advertising with AppNexus

Wayfair achieves high performance with hyper-personalization at scale using the AppNexus Programmable Bidder

Wayfair, a leading online destination for furniture, home furnishings, décor, and goods, wanted to improve the performance of its digital marketing campaigns and better use its proprietary data for personalization at scale. To do that, Wayfair partnered with AppNexus and used the AppNexus Programmable Bidder to make its advertising more targeted, efficient, and responsive across channels.

With AppNexus, Wayfair built custom buying algorithms, used log-level and user-level data to refine bidding and frequency caps, and paired targeting with dynamic creative for a more unified customer experience. The result was fuller control and transparency over campaigns, streamlined workflow through automation, and stronger marketing efficiency—helping Wayfair reduce costs without sacrificing revenue and get more profit from every dollar spent.

Wayfair

Matthew Herman

Associate Director, Marketing Platforms