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How Hitta.se Leverage their Unique Search Data into High Value Audiences

By using Samhub as their complete data provider for both standard and custom audiences Hitta.se have significantly reduced the technical complexity for their data stack and at the same time created new opportunities for their sales team with a quick time-to-market. 
300

higher addressability

3

monetisation channels

45

audience revenue

Customer

Hitta.se

Industry

Digital Media

Services Used

Samhub for Media - Enterprise license,
Custom data collection,
DSP monetisation

Visit Hitta.se

Table of Contents

01 Customer Background

02 Challenges

03 Solution

04 Key Features

05 Results and Outcomes

1

About Hitta.se

Hitta.se is a hybrid digital media and service provider leveraging data, utility, and contextual advertising to maintain a prominent role in the Swedish digital ecosystem. Its strength lies in its combination of highly localized services and targeted advertising capabilities, making it a key player for advertisers looking to connect with Swedish consumers.
 
Hitta had tried other data providers before but decided to go with Samhub as we are able to not only provide data enrichment but also allow for Hitta to leverage their search data into audiences.

2

The Challenge

Poor addressability, unable to use their own intent data, unable to offer B2B-targeting.
 
Hitta.se have used other data providers but experienced a lack of reach and addressability making it hard to deliver the sold campaigns, causing the sales to be hesitant to sell targeted campaigns. They were also unable to create the high value B2B-audiences that the advertisers wanted.
 

Key Objectives:

→ For Hitta.se to ensure addressability for their targeted campaigns.

→ Hitta.se wanted to be able to offer the B2B-audiences that are in high demand.

→ Increase CPM-levels and find new revenue streams.

3

The Solution

Custom data collection for unique Intent- and B2B-audiences.
 
By connecting the Hitta.se search data and login data to Samhub data collection Hitta.se are able to collect user behaviour on site as well as match logged in B2B-users to the correct and verified business information. This is of course done based on users that have given consent, only. 
 
With the customized data collection in place Hitta are now able to provide both the new programmatic standard taxonomy as well as their own unique intent and B2B audiences as well.
 
Through Samhub these audiences are now available in the Adform DSP for programmatic use, effectively creating a new revenue stream for Hitta.se to monetise on.

4

Key Features Implemented

Custom data collection: Included in the Samhub for Media ENTERPRISE license is the option to push custom data points to the service. 

Logged in verified information: Also included in the Enterprise license is the option to push verified user information to the Samhub CDP-service where the information can be matched both to user behaviour and external data sources.

Multi-channel monetisation: A crucial part of the Samhub service are the monetisation options. Hitta.se are able to use the data collected in the IO-campaigns, network campaigns and offer the audiences programmatically and thus maximizing the monetisation options.

5

Results and Outcomes

Increased addressability by removing reliance on 3rd party cookies
Hitta.se is now not dependent on 3rd party cookies, which they were before. As 3rd party cookies have a reach of less than 25% of 1st party audiences the reach has increased with over 300%.
 
A unique targeting offer with intent based audiences
Hitta.se are now able to offer intent targeting based on user behaviour and searches on their website. This is a completely new offer fully based on Hitta.se’s own first party data.
 
High-value B2B-audiences
One of the most desired targeting online are B2B-targeting. As it is hard for traditional media to offer this Hitta.se has become uniquely positioned to offer real and verified B2B-data for programmatic use.
 
New revenue streams
By offering their audiences on the DSPs, Hitta.se are able to create new monetisation opportunities and new revenue streams for their digital sales.

3

Monetisation channels

100+

Unique audiences

300%

Better addressability

+45 SEK

CPM audience uplift

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