Case Study: FanDuel achieves 41% CPA improvement with DoubleVerify's Custom Contextual solution

DV Custom Contextual Solution Improved Campaign Efficiency for FanDuel

FanDuel, the online sports betting company, needed a privacy-first way to reach new and existing users via programmatic channels without relying on cookies, device IDs, or processing personal information. Native keyword tools proved hard to refine and didn’t guarantee contextual relevance, so FanDuel partnered with DoubleVerify and adopted the DV Custom Contextual solution to power their contextual targeting tests.

DoubleVerify implemented a policy-driven, keyword-based contextual approach—building dynamic category segments that targeted sports and sports-betting content (while excluding gambling recovery content) and addressing two nested audiences: general sports enthusiasts and sports betting enthusiasts. During testing FanDuel’s CPA beat the target by 11%, and after full rollout DV’s Custom Contextual solution outperformed their CPA benchmark by 41%, enabling more programmatic buys, less reliance on cookie/device ID targeting, and improved campaign efficiency.

FanDuel

Ted Oh

Manager, Media and Demand Generation