Google Case Studies MercadoLibre delivers audience precision in Programmatic Guaranteed Deals

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	MercadoLibre delivers audience precision in Programmatic Guaranteed Deals Google

MercadoLibre delivers audience precision in Programmatic Guaranteed Deals

Google

Technology Category	Analytics & Modeling - Big Data Analytics
Applicable Industries	Retail E-Commerce
Applicable Functions	Sales & Marketing Business Operation
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	MercadoLibre, one of the largest e-commerce sites in Latin America with over 130 million registered users, sought to grow its revenue by leveraging its proprietary audience data. The company's high traffic volume offered unique opportunities for advertisers to reach large audiences with high purchase intent across a wide range of product categories. However, to maximize these opportunities, MercadoLibre needed to segment its audience data more effectively and package it into Programmatic Guaranteed deals. This would allow advertisers to target users more likely to buy their products and tailor their creative executions for each segment, thereby increasing the effectiveness of their campaigns. Read More
About Customer	MercadoLibre is one of the most prominent e-commerce sites in Latin America, with more than 130 million registered users. More than one third of all internet users in the region use the site, making an average of 4.6 purchases every second. The company offers advertisers unique opportunities to reach large audiences with high purchase intent across a wide range of product categories. MercadoLibre is headquartered in Buenos Aires, Argentina. Read More
Solution	MercadoLibre used Google Analytics 360 to turn its first-party data into tailored audience segments for advertisers. The company created segments based on shopper activity across product interests like cell phones, cameras, cars, and more. These segments were then made available to advertisers interested in running campaigns against those audiences through DoubleClick for Publishers. MercadoLibre set up Programmatic Guaranteed deals in DoubleClick for Publishers that corresponded with each of the defined audience segments. Advertisers using DoubleClick Bid Manager were then able to negotiate desired impression volumes at fixed CPMs to transact deals for each of their priority segments. This approach ensured that advertisers were guaranteed reach while their ads were targeted to users more likely to buy their products. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Big Data Analytics

Applicable Industries

Retail

E-Commerce

Applicable Functions

Sales & Marketing

Business Operation

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

MercadoLibre, one of the largest e-commerce sites in Latin America with over 130 million registered users, sought to grow its revenue by leveraging its proprietary audience data. The company's high traffic volume offered unique opportunities for advertisers to reach large audiences with high purchase intent across a wide range of product categories. However, to maximize these opportunities, MercadoLibre needed to segment its audience data more effectively and package it into Programmatic Guaranteed deals. This would allow advertisers to target users more likely to buy their products and tailor their creative executions for each segment, thereby increasing the effectiveness of their campaigns.

About Customer

MercadoLibre is one of the most prominent e-commerce sites in Latin America, with more than 130 million registered users. More than one third of all internet users in the region use the site, making an average of 4.6 purchases every second. The company offers advertisers unique opportunities to reach large audiences with high purchase intent across a wide range of product categories. MercadoLibre is headquartered in Buenos Aires, Argentina.

Solution

MercadoLibre used Google Analytics 360 to turn its first-party data into tailored audience segments for advertisers. The company created segments based on shopper activity across product interests like cell phones, cameras, cars, and more. These segments were then made available to advertisers interested in running campaigns against those audiences through DoubleClick for Publishers. MercadoLibre set up Programmatic Guaranteed deals in DoubleClick for Publishers that corresponded with each of the defined audience segments. Advertisers using DoubleClick Bid Manager were then able to negotiate desired impression volumes at fixed CPMs to transact deals for each of their priority segments. This approach ensured that advertisers were guaranteed reach while their ads were targeted to users more likely to buy their products.

Impact #1	MercadoLibre saw a substantial lift in revenue after implementing targeting based on audience segments for programmatic deals.
Impact #2	Campaigns that utilized audience segments created in Google Analytics 360 produced over 60% higher RPMs than standard campaigns.
Impact #3	Across all deal types, Programmatic Direct delivered 2X higher RPMs than open auction impressions.

Impact #1

MercadoLibre saw a substantial lift in revenue after implementing targeting based on audience segments for programmatic deals.

Impact #2

Campaigns that utilized audience segments created in Google Analytics 360 produced over 60% higher RPMs than standard campaigns.

Impact #3

Across all deal types, Programmatic Direct delivered 2X higher RPMs than open auction impressions.

Benefit #1	+60% lift in RPMs
Benefit #2	25% of revenue for advertiser Magazine Luiza attributed to Programmatic Guaranteed campaign utilizing precise audience segments
Benefit #3	40% of clicks delivered new visitors to Magazine Luiza

Benefit #1

+60% lift in RPMs

Benefit #2

25% of revenue for advertiser Magazine Luiza attributed to Programmatic Guaranteed campaign utilizing precise audience segments

Benefit #3

40% of clicks delivered new visitors to Magazine Luiza

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Overview

MercadoLibre delivers audience precision in Programmatic Guaranteed Deals

Operational Impact

Quantitative Benefit