Beyond Impressions - Using Data to Drive Attention
The Financial Times presented at the Programmatic World Forum to share their experience using Switchboard to drive innovation with real-time data.
Barry Cassidy, Head of Ad Data Operations for the FT, and Michael Manoochehri, our CTO and co-founder, presented a case study about how the FT overcame a key obstacle to launch their award-winning Cost Per Hour (CPH) product. Here are a few insights from their presentation.
Peerless in the field of financial journalism, the FT is also a well-regarded pioneer in all things digital. Early on they realized that, using viewability data, they could move beyond impressions and sell audience attention (CPH). But as the data grew -- 24 log-level files per day with 300,000 rows each -- the FT became increasingly challenged by unsustainable manual reports.
The FT partnered with Switchboard to aggregate, standardize and automate their data ecosystem. The result?
80% reduction in reporting time compared to old manual reports
5X increase in granularity
3X increase in customer reporting frequency
The FT’s CPH solution was rolled out in only 3 weeks, without additional FT headcount. More details in our case study here.
Barry summarized his key learnings as:
Do what you are good at
Be Data Strong,
Ju-kay CEO and co-founder