The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.


How to deliver greater Ad revenue and improve website personalisation

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How to deliver greater Ad revenue opportunities and improve website personalisation. The case study of Unidad Editorial 

Unidad Editorial is the leading multimedia communication group in Spain, reaching over 25 million users daily and 84% of Spanish Internet users. Owned by Italian publishing group, RCS MediaGroup, it publishes newspapers El Mundo (news and politics), Expansión (business and finance), MARCA (sport) and Telva (fashion and lifestyle), which are leaders in their respective markets. 

Unidad Editorial must meet the needs of its two customer profiles: advertisers (paying customers) who demand more return on ad spend in a world of data deprecation, and users (non-paying customers) who demand relevant free content in exchange for receiving ads. 

Solving the needs and problems of its customers is always the top priority for Unidad Editorial. Felipe Moreno Padilla, Head of Data Advertising Strategy, explains, “Our initial problem was with identification – we did not have enough data to identify the demographics and behaviours of users. This is necessary to improve onsite personalisation and experience for users, as well as deliver insights to advertisers to optimise their campaign goals. 

Unidad Editorial also identified the need for a scalable solution to allow for user segment creation and easy activation in its ad platforms of choice. In addition, the company needed a built-in universal identifier that assigns each user with a universal ID to allow for continued activation in a future cookieless world. 

The Solution 

A scalable strategy 

To help reach their marketing goals, the Unidad Editorial team chose to work with Zeotap based on its reputation in the market and ability to offer a scalable and sustainable long-term solution. 

A CDP solution was implemented to support the below use cases: 

  • Use case #1: enrich first-party user data with third-party demographic and interest data (native to Zeotap’s CDP). 
  • Use case #2: connect users across the digital marketing ecosystem with Zeotap’s Universal ID, ID+, to safeguard the future of identity and addressability when third-party cookies are deprecated in 2023. 
  • Use case #3: automated user segmentation and simple activation within Unidad Editorial’s Data Management Platform (DMP) and Google Ads Manager 

Moving forward, Zeotap integrates with all Unidad Editorial’s Demand-Side Platforms (DSPs) giving the team the flexibility to adjust their marketing strategy as required. 

Felipe explains, “creating sustainable solutions for our advertisers drives our strategic direction. We needed a partner that could meet our short-term goals around data quality, our mid-term goals to deliver automated segment creation and activation across multiple platforms, and long-term goals to allow for continued addressability when third-party cookies are deprecated in 2023. 

Building trust, KPI impact and new data strategy 

Zeotap’s data quality enabled Unidad Editorial to build trust with its advertisers. 

Many advertisers use software to measure data quality. Advertisers trust Unidad Editorial because our data quality continually meets the required standards, thanks to Zeotap,” said Felipe. 

Zeotap has been able to make a positive impact on KPIs. Unidad Editorial uses CTR as a measure of campaign success. 

Every time we use Zeotap data it increases the CTR in every single campaign. On average, we see a 33.95% increase in CTR. This has positively impacted our customer growth and retention rate because clients are happy. As campaigns end, advertisers are buying new campaigns with us” said Felipe. 

In the future, Felipe believes there will be new data strategy possibilities. 

We can build a CRM strategy with brands using Zeotap’s CDP and universal identifier, ID+. We can combine email address or telephone number identifiers from advertisers with our video, display and audio channels. This CDP is going to open up a new strategy. 

The Results

Speedy integration, greater efficiency and 33.95% increase in CTR on customer growth campaigns

Zeotap was able to integrate with Unidad Editorial’s DMP in just 4 weeks and also move data to Google Ad Manager for segment activation in the first two weeks of the partnership. Through Zeotap CDP, Unidad Editorial was able to replace a manual process with the automatic segmentation of customer attributes and activation of those segments.