Data Driven Product Innovation Case Study April 2017Data Driven Ad Product Innovation 2 Case Study Introduction The digital ad ecosystem continues to get more complex, creating challenges for publishers who must keep up with the latest trends in ad formats, delivery, and reporting tools. While the space may be ripe for the long awaited and predicted consolidation, until that consolidation happens publishers need to piece together solutions across multiple vendors, adding incremental costs to their bottom line in order to remain compelling and competitive. At the same time, the proliferation and widespread adoption of DMPs, RTB exchanges and programmatic advertising continue to depress CPM rates and commoditize audiences across publishers - driving a race to the bottom. While DMPs ha

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