MercadoLibre delivers audience precision in Programmatic Guaranteed Deals
Customer Company Size
Large Corporate
Region
- America
Country
- Argentina
Product
- Google Analytics 360
- DoubleClick for Publishers
- DoubleClick Bid Manager
Tech Stack
- Programmatic Advertising
- Audience Segmentation
- Data Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
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
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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