Dexerto is the #1 destination for gaming, influencer, streamer, and viral entertainment. They’re a media company at the forefront of gaming culture and a leading hub of entertaining, inspirational global content.

With 60 millions users interacting with their online news and content monthly, Dexerto strives to understand their interests at an individual level. Their goal? To grow their user database, enriching it with zero-party data, and monetise it through highly targeted advertising spots for their partners.

Dexerto use the Qualifio platform to support this objective. This is how they do it:

Collecting user data with Qualifio campaigns

The Dexerto team creates interactive marketing campaigns with the Qualifio platform, placing them as ads on their websites for logged-in users.

Their campaigns primarily consist of interactive surveys, which ask participants multiple questions about their interests using branched questions that change depending on their answers. To encourage participation, these surveys are often turned into contests with prizes for a few lucky winners.

Creating user segments on their DMP, integrated with Qualifio

As Qualifio campaigns gather insights about logged-in users, this data is automatically shared with their data management platform, ArcSpan. The platform consolidates data from multiple sources, including information about website behaviour, as well as the preferences and interests indicated in Qualifio surveys.

Dexerto can create tags reflecting these preferences and interests, identifying different user segments. For example:

  • Users who play video games on PS5
  • Users who love fantasy games
  • Users who are interested in love stories

Leveraging user segments for highly targeted ads

Different tags, indicating user interests, can be combined to create niche advertising segments. For example, a segment of users who play on PS5, and love fantasy games, and are interested in love stories.

These precise audiences ensure that ads reach users who are likely to be interested in their content, resulting in high engagement and conversion rates, as well as increased value for advertisers.

If we can collect more data on individual users, we can build more precise segments. With these, we can direct ads to users who are likely going to engage with them, offering our clients better value for the ads they display on our websites. Scaling up our data collection with Qualifio will be key to monetising our audiences further.

Imad Wisal Head of AdTech @ Dexerto

Download Dexerto’s complete success story and discover how they use interactive marketing campaigns to better understand their users and monetise them through targeted ads!

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