Vodafone Italy Decreased Viewable CPM by 50% Through Active Analysis of DV Facebook Data

At the start of a new fiscal year and with a new product launch, Vodafone Italy wanted to validate whether buying strategies — Auction vs. Reach/Frequency — had an impact on Cost per Link Click or Viewable CPM (their primary and secondary KPIs for mid-funnel campaigns, respectively) in order to better inform their media strategy on Facebook.