Case Study: Matterkind achieves a 55% decrease in subscription CPA (28% vCTR lift) with Taboola DSP

How Matterkind Helped The Economist Decrease Subscription CPA by 55% with the Taboola Programmatic DSP

Matterkind, IPG’s activation intelligence company, teamed with The Economist to increase digital subscriptions while lowering acquisition costs. The challenge was to transition The Economist’s advertising from direct buys to programmatic buying at scale across the open web to expand reach and drive more potential subscribers.

Matterkind ran programmatic native campaigns through the Taboola DSP, built custom Taboola Image Ads, and implemented the Taboola Pixel to track on-site engagement and optimize performance—supported by Taboola training and strategy. The effort reduced subscription CPA by 55% and increased vCTR by 28%.

Matterkind

Otis Smart

Operations Director