Case Study: Merkle | DWA achieves 40% lower CPA, 50% more conversions and 100% brand safety on YouTube with Integral Ad Science's Channel Science

Channel Science boosts YouTube performance for B2B client

Merkle | DWA, a media agency serving technology marketers, faced a challenge with a B2B advertiser that relied heavily on YouTube: reach a very specific audience while keeping Cost-Per-Actions (CPAs) under $30 and ensuring strict brand safety and suitability. To address this, Merkle | DWA partnered with Integral Ad Science and Channel Factory, deploying their joint product, Channel Science, to combine contextual targeting, suitability controls, and performance optimization.

Using Integral Ad Science’s signals within the Channel Science solution, Merkle | DWA removed low-performing or risky channels and reallocated budget to high-performing, contextually relevant channels. The campaign achieved 100% brand safety (measured by Integral Ad Science), a 40% reduction in CPA (from $25.65 to $15.40), a 50% increase in monthly conversions, a 71% drop in out-of-language impressions, and a 99% reduction in impressions on kids or news/politics content.

Merkle | DWA

Jacob Beck

Director of Programmatic