Audigent presents a case study reporting material improvements in CPC, CTR, and VCR for SmartPMP/ContextualPMP versus open exchange benchmarks.
Critical evaluation:
- These are vendor-reported results and the case study summaries do not disclose advertiser verticals, creative treatments, test duration, budget allocation, inventory comparability, or statistical significance.
- Curated PMPs and open exchange inventory are materially different environments; performance differences may be attributable to supply composition, floor pricing, deal dynamics, or creative rather than audience-targeting alone.
Recommendation: Request the full test methodology, including holdout definitions, matched placements, and attribution windows, and consider running a vendor-supervised controlled test with transparent auction-level data.