01 /The starting point

What needed to change.

Our client, an established ad network with proprietary targeting technology, needed to improve performance in an increasingly competitive market. Despite a sound technology base and extensive data, targeting accuracy and return on ad spend (ROAS) for advertisers were below expectations.

The existing products relied mainly on traditional targeting methods and were falling behind newer competitors. The company recognized that product innovation was needed to improve efficiency and protect market share, but lacked a structured approach to identifying and developing new features.

02 /Our contribution

How we approached it.

We ran a two-day innovation lab bringing together the leadership team, product managers and technical experts. Together, we analyzed the existing products, identified opportunities for improvement and developed concepts for new features. This produced a prioritized roadmap with quick wins and longer-term initiatives.

The strategy covered advanced targeting algorithms using machine learning to predict user interests, AI-assisted real-time bid management, and improved data foundations using external sources and consistent data models. A contextual intelligence engine enabled precise targeting without cookies, while a performance dashboard and attribution models supported accurate ROI measurement.

After the lab, we supported implementation of the first features through weekly sprints and iterative adjustments. We established a structured product development process with continuous feedback loops and A/B testing. This allowed the team to learn quickly and refine features. Combining new technology with practical processes substantially improved targeting accuracy and customers’ return on ad spend.

03 /The results

What the engagement changed.

  • 35% increase in targeting accuracy within 3 months
  • 42% increase in customers’ return on ad spend
  • 4 new product features developed and launched within 5 months
  • 60% reduction in campaign optimization time through automation
  • Customer Net Promoter Score increased by 18 points
  • Average campaign budgets increased by 25%

“The innovation lab gave us concrete product ideas and a structured approach to continuous innovation. The features significantly improved our performance metrics and gave us a clear competitive advantage. Support during implementation was decisive in achieving results quickly.”

Chief Product Officer · Ad network

Results relate to the engagement described and its specific circumstances. Testimonial translated from the German source.