Byyd case study

Byyd is a London-based programmatic media buying platform specializing in precision-targeted mobile advertising. The company’s managed services team relies on Metamarkets to more effectively plan and optimize thousands of concurrent campaigns. It enables them to make smarter, faster decisions that yield better performance for their clients. According to Wes Biggs, Byyd’s Co-Founder and Chief Architect: “Metamarkets is the analytical backbone of our managed services business.”

THE CHALLENGE

Byyd was an early adopter of mobile Real-Time Bidding (RTB) and one of the first to demonstrate the power of programmatic on handheld devices. By early 2014, it had earned a reputation for delivering strong performance with sophisticated targeting technology. However, when Byyd launched its managed services offering, called Silhoutte, the account team struggled to keep up with the massive influx of data.

“In a relatively short period of time, our account managers were juggling hundreds of campaigns across thousands of publishers on a daily basis,” said Toni Davison, Byyd’s Director of Operations. “It was particularly difficult to forecast available inventory, and there was an ongoing concern that we were missing opportunities to maximize client ROI. In many cases, we didn’t know exactly what we could improve until after the campaign was over.”

Byyd’s experience is common. In a recent survey of programmatic buyers, 55% said it took them too long to extract the insights they needed from their data.

“We discovered Metamarkets because two of our exchange partners distributed avails and performance reports to us through the platform,” said Biggs. “We saw how effective it was in helping us plan and optimize the buys we did with them, so we began exploring how to integrate it more directly into our business.”

THE SOLUTION

The Byyd team worked with Metamarkets on a solution to aid their managed services team in all aspects of their jobs, from planning to optimization to post-campaign reporting and analysis. Byyd would connect to Metamarkets via encrypted endpoints and deliver a real-time feed of cross-exchange bid requests, its responses, and any additional data layers they needed to provide context on individual transactions, audiences, and campaigns.

In addition, Byyd requested the ability to share live performance reports with their own clients. “We’ve always taken a transparent approach to our business, and our clients repeatedly tell us how much they appreciate that,” said Biggs. “Metamarkets makes it easy for us to fulfill that commitment, and the fact that so many exchanges already use it to distribute reports makes it a clear standard in the industry.”

THE RESULTS

Armed with real-time, granular insights into their data, Byyd is performing better than ever, both internally and externally. “Gone are the days sacrificing thousands of hours crunching endless amounts of data, only to get answers to problems after campaigns have ended,” said Davison. “Now, our managed services business makes instant decisions on new IOs across thousands of accounts based on accurate, available inventory and price points. With Metamarkets, we can ask intelligent questions prior to campaign launch, tackle in-flight problems that may arise, and make smarter decisions to behavioral trends while they are happening.”

Biggs concluded, “From account managers to the C-level, Metamarkets has empowered our entire organization to make faster, more agile decisions. It scales with us, and keeps our focus on serving our clients. You can’t get this type of power and flexibility anywhere else.”