The Challenge

FanDuel is a premier American gambling company and a market leader in the online gaming industry. Since the expansion of legal sports betting in the U.S., it has evolved into a comprehensive entertainment hub, offering a top-rated sportsbook, horse racing, and online gaming services to millions of users.

FanDuel Casinos is focused on reaching users in the states they operate. They recently activated in DV360 and were looking to improve their inventory quality. 

The Company

Making Science reviewed their current campaign setup and recommended shifting to a View Through Rate focus. 

• Transitioned to a VCR optimization based on a +60% goal with a bid floor. 
• Optimized the delivery formats
• Updated inventory targeting to prioritize higher quality formats 
• Length: Prioritized 15s and 6s over 30s 
• Removed low-performing sites

The Results

Inventory was shifted to more premium inventory, which resulted in a +20% absolute lift in Completion Rates. With the improved inventory, the percentage of time the ad is actually visible on the user’s screen (Play Time Visible) jumped from 54% to 77%, indicating we were capturing genuine human attention.