OLX: View-Through Deep Segmentation Share: newage. digital solutions Score Awaiting client review n/a Date Published 18 January 2021 Reading Time 2-Minute Read We needed to understand how to optimise ad budget to prioritise channels that supply new users, but first, we had to figure out where to find them. Background OLX had a monopoly position in the Ukrainian market capturing close to 70% of the market share of online classifieds in the country. This situation was pushing the company towards a search for new areas of growth and ways to reach and attract a new audience. Challenge Our team needed to understand how to optimise the ad campaign budget to prioritise channels that supply new users, but first, we had to figure out where to find them. Our Approach Applying the methodology of ‘Comprehensive Analysis’ we looked at the view-through statistics to separate the users that were exposed to the ad and then visited the advertiser’s website through another channel for the first time during the last 90 days. This enabled us to track back the new users and understand which ad placements generated those newcomers. The budget was redistributed accordingly prioritising sources of new user acquisition. Performance 14% increase in new user acquisition generated by the ad campaign. About newage. newage. is the digital solutions agency specialized in online ad campaign optimisation. We apply our proprietary methodology of ‘Comprehensive Analysis’ (includes view-through conversions attribution and cross-device user id matching) that enables us to get a 360-degree view of the real impact of your ad campaigns. The agile approach to campaigns optimisation allows us to identify best performing ad placements, creatives and audiences and perform the necessary adjustments on the run.