Case Study: Vodafone Italy achieves a 50% reduction in viewable CPM and 32% lower CPLC with DoubleVerify

Vodafone Italy Decreased Viewable CPM by 50% Through Active Analysis of DV Facebook Data

Vodafone Italy needed to validate whether Facebook buying strategies (Auction vs. Reach/Frequency) and reservation timing affected mid-funnel KPIs — primarily Cost per Link Click (CPLC) and Viewable CPM (vCPM). They partnered with DoubleVerify to get an independent analysis beyond Facebook’s reporting, using DoubleVerify data to test the impact of buying approach, creative, placement and timing.

DoubleVerify merged Facebook and DV datasets to analyze historical CPLC and vCPM and found that Reach/Frequency buys reserved in advance delivered the strongest efficiency. Acting on DoubleVerify’s insights, Vodafone shifted investment toward reserved Reach/Frequency buys and saw a 32% decrease in CPLC and a 50% decrease in viewable CPM over two months.

Vodafone