Case Study: VerticalScope cuts CPA 24% and boosts CTR 67% with Lotame

VerticalScope Uses UGC Data to Drive Performance for Auto Campaigns

VerticalScope is an integrated multi-platform media company that operates over 1,400 sites—including the AutoGuide Group—and reaches more than 120 million uniques per month. They aimed to leverage user-generated content (UGC) from their auto properties to better identify in-market automotive shoppers and improve campaign performance by increasing clicks and lowering cost per acquisition (CPA).

To do this, VerticalScope deployed Lotame’s DMP tag to collect four types of first‑party data—site visitation, NLP/ML-driven engagement with make/model content, recent in‑market behaviors, and member data—and used those signals to build precise audience targets. The data-driven campaigns delivered a 24% reduction in CPA (from a $10.16 benchmark to $7.70) and a 67% increase in click-through rate, with brand-safety measures and human moderation layered in to protect advertiser quality.

VerticalScope

David Domitrovic

Sr. Sales Engineer