Case Study: Vodafone UK achieves 54% lower iCPA and 2.2x acquisitions per GBP with DoubleVerify's DV Custom Contextual

DV Custom Contextual Enables Vodafone UK to Deliver More Cost-Effective Performance

Vodafone UK faced declining effectiveness of audience-based targeting after the deprecation of third‑party cookies and partnered with DoubleVerify to test DV Custom Contextual, a privacy‑safe contextual solution that uses ontology and semantic science to keep ads relevant at scale.

DoubleVerify implemented DV Custom Contextual by combining a broad IAB cell‑phone category with a dynamic category for mobile plan upgrades, producing substantial efficiency gains: iCPA was 54% lower than Vodafone’s benchmark and 67% lower than a competitor, acquisitions per GBP were 2.2x vs Vodafone’s baseline and over 3x vs the competitor, and secondary KPIs improved (viewability +10%, CTR +21%, eCPM +25%). Vodafone will continue using DoubleVerify and explore rolling the approach out to other markets.

Vodafone

Richard Kanolik

Head of Programmatic