Classified marketplace Dubizzle relies on display advertising as a key revenue stream. Since adopting programmatic in 2013 to keep ahead of the competition, its revenues have steadily increased. By building relationships with agency trading desks such as Vivaki’s AOD, Dubizzle delivers a highly targeted audience to advertisers through a private marketplace, sells its inventory more profitably and enables advertisers to achieve better results.
The combination of direct sales and programmatic's automated marketplace creates a greater opportunity than either method on its own.
Approach
Used DoubleClick for Publishers and DoubleClick Ad Exchange
Built relationships with agency trading desks to better understand their needs
Created highly targeted audience segments using DFP Audience tool
Goals
Increase sell-through rate without devaluing inventory
Leverage decision-making capabilities of programmatic technology to maximise ROI
Understand buyer demand to generate higher revenues
Results
Increased revenue by 450% since 2013
Executed over 50 deals and generated business with new advertisers
Private marketplace deals now account for 22% of revenue
- Andrew Murgatroyd, CFO, Dubizzle
