Lotame
38 Case Studies
Case Study: About.com achieves 84% higher CTR and 50% lower CPU with Lotame Audience Optimizer
A Lotame Case Study
Travel Campaign Performance Soars with Lotame Audience Optimizer
About.com, a leading content site reaching millions, needed to boost the click-through rate (CTR) of a travel advertiser’s digital campaign while keeping costs down. The campaign initially relied on behavioral and contextual targeting but struggled to reach the most likely converters at an efficient price.
About.com deployed Lotame’s Audience Optimizer, a machine-learning solution that narrowed the audience to users most likely to click and purchase. The optimized campaign achieved a 0.48% CTR — an 84% lift over the behaviorally-targeted segment — and reduced cost per unique user to $0.02, a 50% drop versus contextual placements, increasing engagement while lowering acquisition cost.
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