Leading Telco Company Boosted Efficiency With a 48% Lower CPA via Data-Driven Deals

Challenge

A leading telecom brand set out to increase sales of mobile plans while maintaining an efficient cost per acquisition (CPA). To drive both engagement and performance, the team leaned into a mix of display and video formats.

Solution

To support these goals, OpenX recommended a two-pronged approach. First, OpenXExchange™ deal IDs were activated. Second, OpenX data was used to reach shoppers actively in the market for a new mobile plan. These deal IDs ran across quality, brand-suitable content throughout the campaign.

By combining run-of-network (RON) and audience-curated deal IDs, the campaign outperformed expectations — delivering a cost per acquisition (CPA) well below the client’s benchmarks and demonstrating strong overall efficiency.