Patient Files
AdTech Therapy™ Patient Files
No two AdTech Therapy™ engagements are the same, but every one starts with the same process: surface the symptoms, pinpoint the diagnosis, prescribe the right fix, and track the results.
File 1
Fast-growing social platform for film lovers evaluating monetization control
Symptoms
- ▸CPMs and bid rates underperforming expectations and market norms
- ▸Limited insight into how revenue was being generated or what it cost
- ▸Unclear whether in-housing ad ops would be more valuable than staying with vendors
Diagnosis
- ▸Vendor-controlled integration left publisher with limited visibility and control
- ▸Optimization occurred at the network level, not at the site level
- ▸Custom ad executions too expensive to scale
- ▸Video monetization was underdeveloped
Prescription
- ▸Reduced ad load and prioritized viewability to improve performance
- ▸Ran A/B tests with vendor to improve ad experience and hit key KPIs
- ▸Expanded direct sales with premium, standardized offerings
- ▸Shifted video monetization to a bespoke, scalable solution
Results
- ▸Gained operational clarity and began acting on insights with partners
File 2
Ad-supported streaming service for businesses rethinking DOOH strategy
Symptoms
- ▸Low fill rates in DOOH inventory
- ▸Lack of demand in the digital video out-of-home category
- ▸Confusion around positioning and next steps
Diagnosis
- ▸Not enough direct demand to stimulate auction pressure
- ▸Positioning as CTV misaligned with actual product behavior
Prescription
- ▸Repositioned as DOOH/non-standard display to match buyer expectations
- ▸Focused on direct sales in traditional DOOH environments
- ▸Tightened ads.txt and sellers.json practices
- ▸Partnered with specialists like Jounce to avoid 'cheap reach' labels
- ▸Explored third-party DOOH sales partners
Results
- ▸Boosted sales and fill rates with improved inventory positioning and supply diversification
File 3
Retail-based health tech company offering in-store biometric kiosks
Symptoms
- ▸Revenue decline after exiting a managed service partner
- ▸Unclear strategic direction for sales and tech decisions
Diagnosis
- ▸Strong direct sales muscle, but programmatic engine had stalled
- ▸Limited internal knowledge caused decision paralysis
Prescription
- ▸Delivered foundational education in DOOH programmatic mechanics
- ▸Reestablished PMPs with key trading desks
- ▸Facilitated long-term planning sessions to explore growth and data privacy implications
Results
- ▸Programmatic spend resumed through active PMPs
- ▸Better SSP and ad server contracts negotiated
- ▸Focused strategy aligned to core strengths, avoiding high-risk tactics
File 4
Legacy media brand navigating programmatic overhaul
Symptoms
- ▸Post-reorg revenue was declining despite internal efforts to course-correct
- ▸Leadership unsure if managing programmatic in-house was viable
Diagnosis
- ▸Ad server and prebid infrastructure needed major upgrades
- ▸Underutilized demand partnerships
- ▸Poor reporting tools made yield management ineffective
Prescription
- ▸Implemented mid-project optimizations and tactical fixes
- ▸Built a clear strategic plan for rebuilding programmatic in-house
Results
- ▸Client opted to outsource programmatic operations, minimizing risk and securing guaranteed revenue, while focusing internal efforts on content and audience growth
File 5
Global news leader realigning digital monetization infrastructure
Symptoms
- ▸Declining revenue after de-prioritization of direct sales
- ▸Leadership overwhelmed by the scale and complexity of necessary change
Diagnosis
- ▸Solid tech foundations, but internal silos and communication breakdowns created inefficiencies
- ▸Lack of centralized revenue strategy
Prescription
- ▸Comprehensive ad stack audit, team interviews, and workflow observations
- ▸Delivered 100-page playbook with prioritized fixes, hiring recommendations, and communication improvements
- ▸Focused org around Revenue Per Session metric with dashboards tailored for operators, managers, and the C-suite
Results
- ▸Leadership mobilized a cross-team action plan and set 90-day benchmarks to track progress
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