From Impression to Invoice

Client

A US-based Programmatic Display Ad Network specializing in the Genealogy domain—a highly niche yet steadily growing vertical that requires precise audience targeting and trusted content partnerships. The client runs campaigns for over 30 advertisers and DSPs across premium genealogy supply partners.

The Business Context

In a high-intent vertical like genealogy, every impression counts. The client's yearly inventory exceeds 300 million ad requests, with a total ad spend of USD 1.5 million annually and an average eCPM of $5.00. Campaigns needed to be flawlessly planned, launched, monitored, and billed across a fragmented yet valuable ecosystem of genealogy-focused websites. But managing dozens of campaigns across different supply partners and DSPs came with operational pain points: - Discrepancies between planned and delivered media - Inefficiencies in campaign setup and pacing - Gaps in billing transparency and invoicing cycles - Limited bandwidth to monitor and optimize 30+ ongoing campaigns That's where we stepped in.

Our Role

Our engagement covered the entire operational value chain of campaign management, enabling the client to scale while ensuring quality, compliance, and accuracy at each step.

Inventory Assurance

• Identified and secured inventory from top-tier genealogy supply partners
• Vetted supply sources to ensure brand safety and alignment with advertiser KPIs

Media Planning

• Translated advertiser briefs into detailed and goal-oriented media plans
• Balanced supply and demand across seasonality, budgets, and pacing needs

Campaign Implementation

• Configured campaigns across platforms and DSPs based on approved plans
• Applied targeting layers: geo, device, time-of-day, frequency, whitelist/blacklist
• Ensured accurate campaign deployment and QA before launch

Campaign Monitoring & Optimization

• Tracked KPIs daily (CTR, viewability, conversion, pacing)
• Applied real-time optimizations to maximize ROI across channels
• Flagged underperformance early and course-corrected in-flight

Reporting & Analytics

• Delivered transparent, digestible campaign performance reports bi-weekly
• Created actionable insights to inform future media strategy

Billing & Invoicing

• Generated billing reports at campaign, advertiser, and partner levels
• Reconciled impression data and eCPMs for accurate invoicing
• Issued monthly invoices for both Advertisers and Supply Partners

Results Delivered

Metric | Before | After Our Engagement Invoice Accuracy | ~90% | 99.8% Billing Disputes | Frequent | Reduced by 92% Book Closure Time | 2–3 weeks | Within 5 business days Campaign Setup Time | 24–36 hours | < 6 hours Advertiser Satisfaction | Inconsistent | Consistently Positive Feedback

Key Takeaway

In niche domains like genealogy, advertisers demand precision and accountability. Our full-cycle operational support—from securing inventory to sending final invoices—enabled the client to run an efficient, scalable ad business with trust on both supply and demand sides. With us managing the backend complexity, the client could focus on growth and strategic partnerships, confident that every impression and dollar was accounted for.