New York Daily News Finds Success With AdLift
Ad optimization tool has boosted insertion order values and direct-sold revenue
The catch is that an online ad campaign must be large enough and last long enough to provide sufficient data from which to make optimization recommendations. But so far, the New York Daily News says this aspect of their internal tool Adlift has been a plus, helping convince partners to ramp up campaigns.
The product was launched in 2016 and is tied to the paper’s digital-management platform Lotame. Per an AdExchanger report by senior editor Sarah Sluis, AdLift generated a 15% increase in direct-sold revenue during the first six months of operation, compared to the same period in 2015:
Sometimes those [fine-tuned] audience segments can be counterintuitive–like a family sports restaurant that showed the highest performance around political content.
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