Case Study: A+E Networks
Watching That enabled analysis that led to a huge reduction in Ad Errors
The Background
A+E is a media publisher specializing in long-form, full-screen video. Their content lives on desktop, mobile apps, and Connected TV, and is perhaps best known for its linear networks such as A&E, History, and Lifetime.
A+E wanted to measure the impact on the volume of IAB VAST Errors being generated by programmatic demand sources.
So they used Watching That to dig down into their supply chain. What they found would significantly reduce their ad errors.
The Challenge
The Advanced Advertising Solutions team has a remit to ensure content is monetized to the best of their capabilities. The team were undergoing a new project to migrate a sizeable portion of their programmatic ad demand to FreeWheel’s newer ad serving modules.
To do this, they would need to be able to analyse complex log file data, as R. Lee Barstow, VP Revenue Operations, A+E Networks explains:
“Normally IAB ad errors are only accessible in our ad server log files. These log file documents are not human-readable as they contain a massive amount of data and information. Without the Watching That platform’s technology, the A+E team would not have had the ability to easily review the data trends we wanted to analyze.”
The Solution
As the team reviewed the impact of the Demand Source Migration, they started to notice immediate positive results.
“Watching That enabled A+E to seamlessly analyze ad errors on both the platform and demand source (partner) level.” Said R. Lee Barstow.
The Results
“Watching That provided the tech mechanism for us to be able to analyze and validate the demand migration work we were doing. Without Watching That our analysis would not have been possible!”
“When conducting our final analysis for stakeholders, Watching That’s platform functionality enabled the A+E team to create insightful visuals which clearly conveyed the positive news.”
Using Watching That, A+E were then able to diagram the end result of this initiative, which was a significant reduction in IAB ad errors across their digital network.
“Without the Watching That platform’s technology, the A+E team would not have had the ability to easily review the data trends we wanted to analyze.”
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