Equativ Use Case 4: Campaign Waste Analyzer

1.Description

Campaign Waste Analyzer is a no-cost diagnostic use case designed to help brands measure inefficiencies in their digital campaigns caused by cookie duplication and ineffective frequency capping.

It enables advertisers to uncover hidden waste in their media spend — without requiring any integration or setup on their side — and prepares the ground for deeper optimization through Utiq.

2. Benefits for Agencies & Brands

• Expose hidden inefficiencies: Understand where media budget is being wasted due to overlapping cookies or excessive user exposure.

• Drive client value: Agencies can leverage this insight to demonstrate added value and open the door for strategic recommendations.

• Enable better decisions: Once the waste is quantified, it’s easier to justify a shift towards more efficient, privacy-safe solutions like Utiq.

• No cost, no risk: A simple and effective first step — with no integration required.

3. How It Works

This use case can only be activated by the Utiq team. It is not accessible directly through advertiser or agency Equativ accounts.

If you’re interested in setting up this diagnostic for a brand or campaign, please contact your local Utiq team.

Utiq will handle the setup, which involves:

• Creating a curated deal in Equativ

• Ensuring the campaign runs in diagnostic mode only

• Send the deals to the proper Agency / Brand DSP accounts

4. Reporting & Insights

At the end of the campaign (or during A/B testing), Utiq will provide a custom Power BI report focused on waste analysis. This includes:

• Cookie duplication rate: Percentage of impressions that are redundant due to multiple cookies linked to the same user

• Frequency inefficiencies: Cases where users are overexposed beyond ideal thresholds

• Financial impact estimate: We’ll translate technical metrics into real business terms — showing how much media spend is being lost due to these issues

This insight gives clients a powerful, data-driven reason to evolve their approach and test Utiq’s optimization capabilities.