A French programmatic promoting marketing campaign achieved vital price efficiencies by implementing attention-based customized bidding methods by way of Google’s Show & Video 360 platform. In keeping with marketing campaign information from July 2024, the implementation resulted in 7.3% cheaper CPM charges in comparison with commonplace automated bidding approaches.
EssenceMediacom France carried out the check marketing campaign for a shopper packaged items advertiser, using customized bidding scripts that scored impression mixtures based mostly on URL and machine parameters. The company introduced the outcomes throughout a Google DV360 podcast recording on June 18, 2025, detailing their methodology and outcomes.
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Abstract
Who: EssenceMediacom France, led by Programmatic Director Pascaline Montigny, carried out the attention-based bidding marketing campaign for an unnamed shopper packaged items advertiser.
What: A customized bidding implementation in Google Show & Video 360 that optimized programmatic promoting based mostly on consideration metrics somewhat than conventional conversion alerts, reaching 7.3% cheaper CPM charges and enhancements throughout a number of efficiency indicators.
When: The marketing campaign ran for one month in July 2024, with outcomes introduced throughout a Google DV360 podcast recording on June 18, 2025.
The place: The check occurred throughout the French programmatic promoting market utilizing Google’s DV360 platform, with the company implementing customized scripts that scored URL and machine mixtures for consideration optimization.
Why: The marketing campaign addressed the rising disconnect between promoting attain and real viewers consideration in digital media, testing whether or not attention-based optimization might enhance each engagement high quality and conventional media effectivity metrics concurrently.
The marketing campaign construction concerned two insertion orders working with equivalent budgets. The primary utilized Google’s commonplace automated bidding algorithm designed for accomplished, in-view, and audible ads. The second employed a customized bidding technique optimized particularly for consideration metrics supplied by third-party measurement companions.
Technical implementation required in depth information assortment
Pascaline Montigny, Programmatic Director at EssenceMediacom France, defined the technical necessities throughout the podcast. In keeping with Montigny, customized bidding implementations require accumulating 10,000 scored impressions and 500 positively scored impressions earlier than the algorithm can operate successfully.
“We used a model new kind of sign that is all about consideration, measurement and optimization,” Montigny acknowledged. “We checked out the whole lot machine kind, viewability, time of day, and even display screen measurement. We principally created a customized script from scratch, tailor-made to particular wants and objectives.”
The training section lasted one week as a result of these information necessities. In keeping with Google’s documentation for customized bidding, inadequate information represents one of many major challenges for algorithm coaching. Customized bidding makes use of impression information from the earlier 30 days, which may create delays in assembly minimal necessities for brand new campaigns.
The scoring methodology evaluated every mixture of URL and machine kind utilizing consideration metrics. These metrics, supplied by third-party consideration measurement companions, analyze the place customers focus their consideration on screens whereas looking totally different web sites and functions. Eye-tracking research type the inspiration for these measurements, creating scores based mostly on components together with platform traits, display screen dimensions, area properties, and commercial placement specs.
Outcomes display multi-metric enhancements
The eye-optimized customized bidding delivered enhancements throughout a number of conventional media key efficiency indicators. CPM prices decreased by 7.3% in comparison with the management group utilizing commonplace automated bidding. Price-per-click metrics improved by 6.6%, whereas total cost-per-acquisition confirmed 7.2% higher effectivity.
These enhancements occurred regardless of the customized bidding technique prioritizing consideration metrics somewhat than conventional conversion optimization. The outcomes counsel that impressions producing larger consideration scores additionally are likely to carry out higher on typical programmatic promoting metrics.
Google’s automated bidding strategies typically evaluate over 40 signals when figuring out optimum bid quantities, together with viewers traits, artistic specs, and marketing campaign ways. Customized bidding permits advertisers to complement these alerts with extra information sources, together with first-party enterprise intelligence and specialised measurement metrics.
The methodology aligns with broader business traits towards attention-based measurement in programmatic promoting. Major platforms have integrated attention metrics to deal with long-standing challenges round stock high quality and advertiser confidence in programmatic transactions.
Algorithm optimization continues with model 2.0
EssenceMediacom France has carried out an enhanced model of their customized bidding method, termed “customized bidding 2.0” by the company. This iteration modifies the optimization precedence from finances spending to key efficiency indicator alignment.
Montigny defined the strategic adjustment: “What we have modified is that we’re utilizing our customized bidding by prioritizing KPI alignment over finances spending. We did not do that the primary time as a result of we weren’t certain of the potential. However now we’re testing this method.”
The up to date methodology requires minimal six-week marketing campaign durations to supply adequate information for algorithm optimization. Google’s customized bidding documentation helps longer studying durations, noting that algorithms enhance accuracy as extra impression information turns into accessible.
The company’s method addresses frequent challenges in customized bidding implementation. In keeping with business evaluation, many advertisers wrestle with the technical necessities and information quantity vital for efficient customized algorithm coaching. EssenceMediacom France’s success demonstrates the significance of adequate preparation and lifelike timeline expectations.
Trade adoption accelerates throughout programmatic platforms
The French company’s outcomes happen amid rising business adoption of attention-based optimization. Adelaide’s attention metrics integration with Google DV360 was introduced throughout Google’s 2025 NewFronts presentation, making attention-based bidding extra accessible by way of simplified implementation processes.
The mixing allows advertisers to make the most of Adelaide’s AU metric inside DV360’s predictive AI capabilities. This improvement reduces the technical obstacles that beforehand required customized script improvement for attention-based optimization.
Programmatic advertising continues expanding throughout European markets, with 16% progress reaching €118.9 billion in 2024. Consideration measurement represents one response to advertiser calls for for improved stock high quality and marketing campaign effectiveness.
Supply path optimization initiatives have enhanced programmatic promoting high quality by decreasing middleman layers and enhancing transparency. These developments create circumstances the place attention-based optimization can ship measurable enhancements in marketing campaign efficiency.
Customized bidding capabilities prolong past consideration metrics to varied enterprise intelligence functions. Advertisers can optimize towards income parameters, buyer lifetime worth, geographic preferences, and various attribution fashions. The flexibleness permits programmatic campaigns to align extra carefully with particular enterprise targets somewhat than commonplace platform metrics.
Technical issues for implementation
The EssenceMediacom France case examine highlights a number of technical necessities for attention-based customized bidding success. Algorithm improvement requires substantial upfront information assortment earlier than campaigns can launch successfully.
Script complexity will increase considerably when scoring a number of parameter mixtures. The French company’s method evaluated each potential mixture of URL and machine kind, creating in depth scoring matrices that demanded cautious administration all through the marketing campaign interval.
Google recommends sustaining constant customized bidding methods as soon as carried out, avoiding script updates throughout lively campaigns when potential. The advice stems from algorithm studying processes that may be disrupted by parameter adjustments throughout optimization durations.
Industry professionals have noted that Google’s programmatic platform evolution continues towards automated options, with guide management options being deprecated over time. Customized bidding represents one space the place advertisers retain vital management over optimization parameters.
The success of attention-based approaches might affect broader programmatic shopping for practices. As measurement applied sciences enhance and implementation obstacles lower, consideration optimization might develop into commonplace apply for brand-focused campaigns looking for to maximise viewers engagement high quality.
Timeline
• March 2023: IAB Tech Lab publishes Video Advert Format tips introducing new classification alerts for outstream video placements
• August 2021: Google introduces enhancements to DV360 automated bidding options with simplified Customized Bidding setup
• December 2024: IAB Tech Lab establishes formal programmatic curation standards after two years of framework improvement
• January 2025: Disney launches certification for live streaming ads enabling real-time bidding for stay stock
• April 2025: Adform adopts new video ad categories implementing IAB Tech Lab OpenRTB 2.6 replace
• April 2025: Google announces removal of bid multipliers from DV360 efficient Could 2025
• Could 2025: European digital advertising reaches €118.9 billion with 16% progress pushed by programmatic enlargement
• June 2025: Comscore expands certified deals with Adelaide attention metrics by way of PubMatic partnership
• June 2025: Uber opens Journey Ads to programmatic buyers throughout 10 European markets by way of DV360 and Commerce Desk partnerships
• July 2024: EssenceMediacom France completes month-long attention-based bidding marketing campaign for CPG advertiser
• June 18, 2025: Google DV360 podcast that includes EssenceMediacom France case examine revealed on YouTube
• 2025 NewFronts: Google unveils Adelaide AU integration for DV360 customized bidding at annual presentation
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