PubMatic

MAY 5, 2025

Sell-side targeting has shown the ability to target audiences with greater transparency, better targeting, and stronger ROI, helping campaigns double their reach, increase viewability, and CTR. Ghost bidding brings the rigor of randomized control trials to digital marketing, enabling accurate causal measurement without added costs.

ROI 59

ROI Control Group CPM Viewability 59

Monetize More

MAY 19, 2023

Segment inventory (desktop, mobile, geographical location, viewability score, etc.) Experiments: let you apply the suggested changes to a fixed portion of your traffic and compare the results to a control group where the rule changes haven’t been used.

Ad Exchange 98

Ad Exchange CPM Impressions Header Bidding 98

Single Grain

JUNE 13, 2023

Luisa Zhou ) During the first half of 2022, the global viewability rate for mobile web display ads reached 66.9%, indicating that nearly 67% of display ads on the mobile web were visible during that period. Households showed a 10% increase in purchasing Silk products compared to the control group. This represents a growth of 3.6

Advertising 102

Advertising Click Through Rate Display Advertising Video Ads 102

MNTN

FEBRUARY 6, 2024

Test and Control Groups Don’t just assume that your chosen model is the absolute best and you’ll never outgrow it. Setting up control groups to isolate the effects of your preferred attribution model will keep you on top of its effectiveness. At MNTN , we understand these limitations.

Marketing 52

Marketing Conversion A/B Testing Control Group 52