Reach is one of those metrics that looks simple until you actually have to move it. For awareness campaigns, the job is not to serve more impressions. It is to put your message in front of as many different people as possible for the budget you have. Those are not the same thing, and platform-native bidding algorithms are not always built to tell the difference.
For Bona, we set out to reach more unique users at a lower cost on paid social using DoubleVerify’s SciBids AI. In a one-month A/B test against the platform’s native bidding at equal spend, the result: 33% more unique reach, 19% lower cost per unique reach (including the Scibids fee), and a 2.3x net return on the investment.
DoubleVerify published the full case study, including how we structured the head-to-head test against the platform’s native algorithm. Read it here.
