Case Study 

ContentIQ is a publishing technology company that manages multiple publications and monetizes them through various advertising platforms. The company was primarily driving traffic from Meta's ad network and sought to expand its reach into native media platforms such as Yahoo, Taboola, Outbrain, and Baidu.

ContentIQ faced several key challenges in its expansion strategy:

• Diversification of Media Buying Platforms – Needed to expand beyond Meta to native advertising networks.

• Real-Time Media Optimization – Operating in an arbitrage buying & selling model required immediate adjustments.

• Scaling Operations – Running at scale meant launching and optimizing hundreds of campaigns daily.

• Building an Internal Infrastructure – Required the creation of a new department, including hiring personnel, developing processes, and implementing systems for launching and optimizing campaigns efficiently.

To overcome these challenges, we prioritized automation and system development over manual workflows, enabling rapid scaling:

Key Initiatives:

✅ Automated Systems Over Manual Hiring – Instead of building a large team, we developed systems to streamline operations.
✅ Content Management System (CMS) for Ad Production – Built a system to manage ad creation and cataloging.
✅ Real-Time Analytics & Yield Optimization – Designed analytics tools for real-time measurement and projection of campaign performance.
✅ Campaign Optimization Framework – Developed a structured process to optimize campaigns at scale.

Objective:

📈 Manage millions in monthly ad spend while maintaining 130% ROI through automation and strategic execution.

✅ Paid Media – Targeted ads on digital platforms.
✅ Audience Development & Remarketing – Built segmented audiences and remarketed to high-intent users.
✅ Multi-Channel Approach – Leveraged radio, billboards, podcasts, mail outreach, and email marketing in specific geo areas to measure lift on online conversion.

• A/B & Multivariate Testing (MVT) for ads, landing pages, and funnels.

• Consumer sentiment analysis using Facebook Ads to refine brand messaging.

• Iterative improvements based on real-time data insights.

✅ Media Channels: Taboola, Outbrain, Yahoo
✅ CRM: proprietary CRM development
✅ Analytics & Tagging: Google Analytics, Tableau, Google Tag Manager
 

🚀 Scalable Campaign Launch System – Collaborated with editorial, creative, and data teams to design and implement a CRM for managing digital assets.
🎯 Automated Campaign Launching – Built API-based launching tools for major native ad networks (Yahoo, Taboola, Outbrain).
📊 Algorithm-Driven Optimization – Developed a media buying algorithm tailored to each channel. The system mimicked the decision-making process of a media buyer and operated via Slack, allowing buyers to review recommendations and approve/reject via mobile. This enabled 24/7 media buying automation with human oversight.

🔹 Automation reduces overhead & time-to-market – Implementing automated tools cut costs and accelerated campaign deployment.
🔹 Scalable Media Buying is Achievable – With the right planning, media buying functions can be automated, enabling buyers to manage thousands of campaigns daily.
🔹 Massive Revenue Growth – New media buying channels contributed $6M in profit, playing a crucial role in ContentIQ's acquisition by Perion Network for $72 million

"Shay at AdsAngler is a media acquisition expert who was brought in as part of the top management team to build our native media buying department. Shay managed the development of programmatic bidding, media buying, and analytics tools that generated significant profits. He is a top manager, ROI-driven, and was an integral part of the successful acquisition of the company."

— Gil C, COO