The Growing Cost of Fragmented Data
Managing performance across multiple traffic sources sounds straightforward until each platform reports differently. If every platform introduces their own reporting logic, time zone management, and attribution models, cross-checking data takes a significant portion of time.
This wasn’t just a waste of time; such inefficiency created real financial impact. Missing hours of optimization on high-volume campaigns means missed revenue.
MediaGravy needed a platform that could unify all campaign data in one place and act on it instantly, not hours later.
Why Voluum Was the Necessary Upgrade
MediaGravy evaluated alternatives and even used EverFlow previously, but limitations in automation and cost integrations stood in the way of scaling efficiently.
The team behind MediaGravy already knew about Voluum, and recognized it as being an industry’s tracker of choice. Voluum’s strength came from being a full package.
- Accurate cost synchronization allowed comparing and analyzing data, which in turn helped make data-driven decisions and streamlined campaign management. Unlike other solutions, Voluum correctly grabbed cost information from all major ad networks. MediaGravy had now one consistent source of information that ended the need for piecing information together from multiple systems.
- Real-time tracking enabled optimizing on the fly, making a clear connection between their actions and a result. This is what enabled them to improve testing speed and react faster to changing market conditions or sudden traffic fluctuations.
- Automation features did a lot of heavy lifting and simplified a lot of day-to-day work. Simple optimization tasks could be handled by algorithms, not precious human time. MediaGravy has set rules that could pause unprofitable placements or adjust bidding strategy according to results. The optimization rules work 24/7, making a difference even during the company’s off time.
How Voluum Powers MediaGravy’s Newsbreak Growth
MediaGravy tests and uses all NewsBreak’s ad formats on a diverse audience that is in various places of a conversion funnel.
For Newsbreak campaigns, MediaGravy uses full Voluum integration, passing parameters like campaign ID, flight ID, and creative ID, directly into the tracker. This gives them granular insight into exactly what works and why.
This helps them to:
- Identify which ads should be paused, which improved, and which scaled up
- Manage large-volume campaigns without engaging huge resources
- Keep campaigns profitable and growing in scale
With every parameter visible and actionable, optimization is no longer delayed, it’s continuous.
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