D2C Sleep & Furniture Brand (Wakefit)

// the challenge

A well-known D2C sleep brand was spending across premium publisher networks (Times Network, Hindustan Times, and others) via programmatic display — but attribution stopped at Google and Meta. There was no clean way to know which publisher inventory was actually driving downstream behavior. Brand budget was effectively being committed on trust, not measurement.

// the approach

• →Implemented DV360 as the unified buying and measurement spine across the publisher mix — same audience, same pixel, one source of truth
• →Used view-through impressions to tie upstream brand exposure on publisher inventory to downstream signals (brand search lift, site visits, conversions) — not just last-click attributable
• →Ran the first leg of the campaign across all candidate publisher properties with consistent measurement — treated Round 1 as an attribution experiment, not a launch
• →After Round 1 data, killed underperforming publishers and concentrated Round 2 budget on the inventory that drove measurable downstream lift

// the impact

// key insight

"Most 'brand' budgets get spent without an attribution backbone and defended later with vanity metrics. We instrumented the brand stack like a performance funnel — same measurement, same accountability, every rupee tagged to a downstream signal. The 174% search lift wasn't an accident; it was Round 2 spending only on channels that earned it in Round 1."