Goal
Even though Princess Cruises kept IVT below the global benchmark (11.1%), they wanted to go deeper — identifying where hidden waste existed across publishers and domains to ensure media dollars worked harder.
Solution
Using Protected verification, a deeper dive into the data revealed significant variations at the publisher and domain level, highlighting opportunities for media optimization and cost savings.
Success Story
Princess Cruises pinpointed media waste originating from a specialized travel publisher. The problem was isolated to a specific domain that showed a high 39.3% IVT rate. This was primarily driven by a high percentage of non-rendered ads on the website’s forum section, meaning a large portion of purchased ad placements were never actually displayed to a user. To optimize their campaign and reduce this waste, it was recommended that Princess Cruises specifically exclude this forum inventory while continuing to run ads on the rest of the publisher’s site.
Results
42%
Decrease in non-rendered
ads rate
This granular, data-driven approach allows Princess Cruises to move beyond high-level IVT metrics and make precise, impactful adjustments to their media plan in real-time.
6%
Decrease on overall IVT rate
