SAS® Intelligent Advertising for Publishers ups ad revenues for Economia

Czech Republic publisher boosts performance of banners, and optimizes ad space with SAS

Czech publisher Economia’s subscribers account for more than half of the nation’s internet population. As a leader in online display advertising – which drives more than 60 percent of its revenues – Economia needed to keep pace with the rapid development advancement of advertising technologies. It wanted more than an ad server. Economia sought predictive analysis, accurate targeting, real-time banner ad placement and optimization as well as advanced reporting – all in one solution.

SAS® Intelligent Advertising for Publishers has already paid for itself.

SAS Intelligent Advertising for Publishers supports the entire online marketing campaign process, from creation and planning through implementation and performance assessment. Using SAS, Economia has increased its advertising revenues through better use of advertising space – in particular by integrating bookings, launches and reporting. And SAS has enabled the publisher to modernize its targeting strategy, shifting away from a user’s preferred online channel to specific characteristics of that individual.

The SAS offering integrates well with real-time bidding (RTB), which applies an algorithm to establish a value for an incoming impression and bid accordingly in real time. Better RTB integration has significantly improved the performance of Economia’s banners. Far exceeding an expected a return on its investment within 12 months, Economia instead realized almost 100 percent revenue increase from RTB in the first month.

“Economia now gives clients better targeted and more measurable campaigns, incorporating advertising across all media in its portfolio,” says Matěj Novák, Yield Manager of Economia.  Novák oversees the optimization of advertising space and new technologies in online advertising.

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