Beyond Impressions – Using Data to Drive Attention
Switchboard Mar 8
Table of Contents
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:
- Think holistically
- Get granular
- Automate processes
- Do what you are good at
If you need help unifying your first or second-party data, we can help. Contact us to learn how.Schedule Demo
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