Case Study: Vodafone achieves 49% fewer blocked impressions and 26% lower CPA with DoubleVerify

How Vodafone Italia Found Success by Employing DV’s Brand Suitability Best Practices in an Evolving News Cycle

Vodafone Italia faced a sudden 3x spike in Brand Suitability Block Rate as the coronavirus outbreak drove high‑severity brand safety categories and sensitive keywords, threatening campaign scale and increasing media waste. To address this, Vodafone Italia partnered with DoubleVerify and adopted DV’s Brand Suitability Best Practices, using tools like Keyword Exact Match and DV’s Authentic Impression© framework to take a more nuanced approach to blocking without harming performance.

DoubleVerify recommended a semantic keyword exact‑match list, page‑level exception rules and DSP pre‑bid filters so Vodafone Italia could block negative coronavirus content (e.g., death rates) while allowing neutral or positive coverage and high‑traffic gateway pages. After implementing DV’s recommendations, daily blocked impressions fell by 49%, block rates quickly returned to Vodafone’s benchmark, and campaign performance improved—including a 26% reduction in CPA and increased sales.

Vodafone