SPIEGEL MEDIA implemented Criteo Direct Bidder to directly connect with Criteo’s unique demand, and saw a 41% increase in yield.
Metrópoles was born 5 years ago with the mission to provide a digital vehicle for news that had been lacking in the Federal District in Brazil. Without the limitations of print media, their content soon broke through the capital’s barriers and became known nationally. Metrópoles’ agility and quality reporting has earned them some of the most important journalism awards in the country.
The paper does not have any paywalls for readers and wants to keep it that way by making the site as sustainable and accessible as possible. For that reason, programmatic advertising is an important source of income for Metrópoles.
To keep the lights on, it’s important for the paper to show advertisers the value of investing in their site. According to Allan Rabelo, Technology Director at Metrópoles, “We constantly seek to achieve better metrics for our advertisers, such as viewability, reach and audience. Our goal is to show that the investment within the site is worthwhile and efficient.”
To help them do this, the publisher teamed up with Criteo and its Direct Bidder solution. With Criteo Direct Bidder, Metrópoles maximized their revenue by directly connecting their inventory with premium demand, eliminating third party fees.
According to Allan, “The integration with AMP was proposed by Criteo with the purpose of improving the quality of what was delivered to advertisers. This greatly increased our revenue with the company. AMP is very strong in Metrópoles, so when Criteo allowed this integration, it was excellent. The company came out ahead of other players. It was the first partner with header bidding in Metrópoles.”
By leveraging a combination of preferred deals and prebid, Metrópoles improved performance and brought in complementary revenues. “With Criteo prebid, it is possible to guarantee a higher value in the auction, increasing revenue,” explains Allan.
When asked what sets Criteo apart from other suppliers, Allan said “Partnership, quality of care and, consequently, results. Criteo seeks to offer new opportunities and optimizations. We see this concern in guiding and supporting us, which is very positive.”
Today, Metrópoles is the fifth most read paper in the country, according to Comscore. They hope to rise in the rankings with the help of Criteo, and plan to expand further into app, video, and audio campaigns.
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