Increased efficiency through product innovation

Our client, an established ad network with a proprietary targeting technology, faced the challenge of improving its performance metrics in an increasingly competitive market. Despite a solid technological foundation and extensive data sets, targeting accuracy and return on ad spend (ROAS) for advertisers were falling short of expectations.

The existing products mainly used traditional targeting methods and could not keep up with the innovative approaches of newer competitors. The company recognized that a comprehensive product innovation was necessary to increase efficiency and secure market share, but did not have a structured approach for identifying and developing new product features.

For this established ad network, we conducted a two-day innovation lab that immersed the management team, product managers and technical experts in an intensive creative process. Together, we analyzed the existing products, identified optimization potential and developed innovative concepts for new product features. This resulted in a prioritized roadmap with quick wins and long-term initiatives.

Our strategy focused on four core areas: We developed advanced targeting algorithms with machine learning to accurately predict user interests, implemented an AI-powered bid management system for real-time optimizations and improved the data foundation through external sources and unified data models. A contextual intelligence engine enabled precise targeting without cookies, while a comprehensive performance dashboard with attribution models enabled precise ROI measurements.

After the lab, we supported the company in implementing the first features with weekly sprints and agile adjustments. We established a structured product development process with continuous feedback loops and A/B testing frameworks. This iterative approach made it possible to quickly gather insights and continuously improve the features. The combination of innovative technologies and practical processes led to a significant increase in targeting accuracy and return on ad spend for clients.

Detailed solution components

1. product strategy

The product strategy developed focused on:

• Clear positioning in the competitive environment
• Prioritization of features with the highest customer value
• Roadmap with short, medium and long-term goals
• Measurable KPIs for every product initiative

2. implementation approach

The implementation was carried out using an agile, iterative approach:

• Phase 1: Assessment and strategy development
• Phase 2: Implementation of the basic infrastructure
• Phase 3: Iterative development and optimization
• Phase 4: Scaling and knowledge transfer