AdNode Case Study: Site-Served Custom Creative

Summary

A custom DoubleVerify (DV) 1x1 viewability tracker enabled measurement of publisher-served “video hero” units—large, high-impact ad placements that combine video and display elements and are integrated directly into a publisher’s website design.

With measurement in place, AdNode activated targeted campaigns on Yahoo! Finance and The Wall Street Journal. The resulting data proved the value of these placements and flowed into overall campaign reporting.

Challenge

Standard verification tags could not measure whether site-served custom units were viewable.¹ The client required viewability measurement for all placements on the media buy.

Approach

Technical implementation: After reviewing DV documentation, our team worked with DoubleVerify to implement a custom 1x1 tracker integrated into the publisher-served units to capture viewability.

Targeted activation:

• Yahoo! Finance: Reached users holding individual stocks that were top holdings in the client’s ETFs to encourage diversification into the ETF.
• The Wall Street Journal: Scheduled homepage takeovers on days of Federal Reserve interest-rate announcements to align with heightened market attention.

Results

Placement	CTR	Conversion rate2
Yahoo! Finance	0.19%	0.33%
WSJ Video Hero	0.14%	0.14%
Campaign average	0.10%	0.09%

Both units also had a 66% higher time-on-site for site visits attributed to these creatives.

Impact

• Viewability measurement for site-served custom creative established via DV 1x1 tracking.
• Both placements outperformed the campaign average on CTR, time-on-site and conversion rate.