Want to review a new digital camera, get gift ideas, or buy tickets to the next Morrissey concert? If you're in Indonesia, KASKUS is your place. 28 million unique users buy, sell, talk and share information on the site each month, making it the country's largest user-generated content publisher.
With so many users, KASKUS recently faced a growing challenge: how to serve ads that are relevant to users’ age, gender and interests?
“As KASKUS is the leading digital community and social commerce platform, our vision is to drive data-driven monetization by making our first-party audience data actionable, we want to give advertisers ways to perform better in our sites and increase the effectiveness of our impression-based ads." Ronny W. Sugiadha, Chief Marketing Officer for KASKUS
Sugiadha and his team wanted to create an audience segment that had a high demand among advertisers: users who had shown interest in mobile devices and were more likely to purchase them.
KASKUS turned to Sparkline, a Google Analytics 360 Services and Sales Partner, who worked with them to approach the challenge to serve the most relevant ads. The process went from an advanced Google Analytics 360 implementation, to segmentation analysis and audience sharing with Doubleclick for Publishers (DFP).
Below is a screenshot of the actual segment shared between Google Analytics 360 and DFP. To learn more about the process, read the full case study.
How well did the new audience work compared to its old open-auction inventory in the Doubleclick Ad Exchange (AdX)?
"Using the Google Analytics 360 Audience Segment sharing feature in DFP and AdX, we doubled our CTR and saw a 3.3X CPM uplift on this audience-targeted AdX inventory," reports Ronny Sugiadha. "We are looking forward to even more positive impact moving forward."
To learn more about how KASKUS achieved those results read the full case study.
Posted by Catherine Candano and Daniel Waisberg, Google Analytics team