Case Study: SPRING (Axel Springer) achieves personalized programmatic advertising and higher conversions with Tealium

How Personalized Programmatic Advertising Powers Up Campaign Performance for SPRING Axel Springer

SPRING, part of Europe’s largest publisher Axel Springer, needed to move beyond static, agency-driven display ads and large one-to-many audience segments to boost conversions and better monetize ad spend. Their efforts were hampered by GDPR and ITP cookie restrictions, high ad‑blocking rates in Germany, and lack of control over third‑party data.

By deploying Tealium iQ and AudienceStream CDP (with Consent Manager and server-side audience streaming), SPRING centralized first‑party data, built granular audience segments, and fed those into DSPs for dynamic creative that swaps CTAs, images, and copy in real time. The result: improved operational efficiency, higher CTRs and conversions from personalized ads, reduced creative overhead, in‑house data control, and better cross-team alignment.

SPRING

Leonard Kehl

Senior Product Manager Data