366 and Havas: Enabling Campaign Achievement Through Programmatic Deals

How 366 and Havas used Smart’s SSP and programmatic deals to run a successful campaign for a major French financial/online gaming advertiser.

Sell Side 
366 is the trade body of all the French Regional Daily Newspapers. It sells print, web and mobile offers to national and multi-local markets. For several years, 366 has been working in close collaboration with Smart to monetize their web and in-app inventories. 

Buy Side 
Havas works on behalf of several advertisers and operates performance-based campaigns via direct deals. 

The two entities work together to meet the needs of a major French financial/online gaming advertiser. 

Challenges

The challenges faced in these campaigns were: 

  • Achieving the campaign KPIs expected by the advertiser, in particular the CTR and viewability.
  • Efficiently operating the campaign on the SSP via direct programmatic deals, limiting the time spent by operational teams in setting up the campaign. 
  • Monitoring deal performance in real-time and optimizing it during the campaign.  

Solutions

The 366 sales house – in full-stack with Google – chose to operate this campaign on the Smart SSP, which provides a powerful suite of tools to operate the campaign efficiently.  

  • A user-friendly console that enables easy creation, monitoring and resolution of deal delivery problems. 
  • Real-time reporting to view and optimize deal performance a few minutes after its activation. 
  • Targeting based on predicted views. Smart offers a solution based on deep learning, allowing real-time analysis of more than 25 criteria related to an advertising location and viewability rate prediction. 

Results

  • The campaign KPIs were met or exceeded on some key formats.
  • CTR expected by the advertiser reached. 
73 %
Average viewability rate
25 %
Time saved vs. other SSPs to operate and run the campaign

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