Criteo had been working with Intermarkets to monetize DrudgeReport.com for several years, spending conservatively in Q1 of 2014, unaware of a bigger opportunity. Just as Criteo is continually seeking ways to optimize advertiser performance, Intermarkets was looking for a new opportunity to maximize monetization Drudgereport.com.
Drudgereport.com switched their 300x250 ad units from cookie targeting to Criteo Real-Time Audience in May of 2014. RTA provided a more effective way of buying inventory by calculating user value in real time, solving the problem of stale cookie pools and increasing conversation rate and Criteo spend.