Case Study: Butler/Till boosts reach and efficiency with PubMatic supply-side targeting

Butler/Till boosts reach 2.5x and cuts unique reach costs with PubMatic

Butler/Till, a results-driven marketing agency, faced the challenge of increasing reach while lowering CPMs for a pharmaceutical client. To achieve this, they partnered with vendor PubMatic to test if applying audience targeting on the supply-side, rather than the demand-side, would improve programmatic performance and efficiency.

PubMatic's solution involved implementing upstream audience targeting on its AI-powered platform. This approach delivered significantly stronger performance, including a 2.5x increase in monthly impressions/reach and a decrease in cost per unique reach of up to 12%. PubMatic also improved the quality index of the targeted audiences by up to 47%, providing the client with greater control, transparency, and efficient outcomes.

Butler/Till