Case Study: a medium-sized US publisher boosts paid digital audience acquisition with Mather Economics

Medium-sized US Publisher - Customer Case Study

A medium-sized US publisher wanted to grow its paid digital audience with banner advertising on its website and move beyond run-of-site house ads. Mather Economics used its Listener™ audience platform to build a custom segment based on engagement data and test whether more targeted messaging could improve acquisition.

Mather Economics loaded the custom segment into Google DoubleClick for Publishers and ran an A/B test against a non-targeted run-of-site campaign with equal impressions. Although the ROS ads earned a higher click-through rate, Mather Economics’ segment drove nearly 2:1 better conversion to paid subscribers, helping the publisher improve KPI reporting to focus on value-based metrics instead of clicks alone.