Case Study: Omnicom Media Group (OMG) achieves 9.6x higher CTR and ~73% lower CPC/CPA with Integral Ad Science (IAS) Context Control Targeting

Driving Campaign Performance for a Major Thailand Advertiser

Omnicom Media Group (OMG) was tasked with helping a major Thailand advertiser meet KPIs to drive campaign awareness, maximize clicks, and increase new users to a government website—without using third‑party audience targeting. After learning about Integral Ad Science’s cookieless Context Control Targeting, OMG engaged the vendor to pursue improved Click‑Through‑Rate (CTR), Cost‑Per‑Click (CPC) and Cost‑Per‑Acquisition (CPA) outcomes.

Integral Ad Science (IAS) implemented its Context Control Targeting across the campaign, activating contextual segments (e.g., Remote Working, Consumer Electronics, Financial, Sustainability and more) through major DSPs. Measured from August–September 2022, IAS outperformed alternatives with a 9.6× increase in CTR, a 73% improvement in CPC and a 74% improvement in CPA; results were strong enough that the client extended use of IAS Context Control Targeting after just six days.

Omnicom Media Group