Skip to main content

Experience new growth possibilities with Microsoft Advertising today >

Blog post

DPG Media switches to Monetize Ad Server and accomplishes monetization goals

June 14, 2023
A team meeting to discuss a project with online coworkers joining through a Teams conference videocall.

DPG Media switches to Monetize Ad Server

DPG Media is the largest media company in the Netherlands, boasting a portfolio of national, regional, and local brands that strive to inform and entertain its readers.

The search for tech stack transparency, quality, and efficiency

After its acquisition of Sanoma Media Netherlands, DPG Media was reevaluating its ad technology stack, embarking on the undertaking of switching its ad server of record. After a company-wide planning and assessment effort, DPG Media chose Microsoft Advertising’s Monetize Ad Server for its transparency, quality controls, supply exposure opportunities, and integration flexibility. Shifting to Microsoft Advertising helped open the door to thoughtful reexamination while providing the tools to set itself up for sustained success.

Prioritizing future growth and flexibility

DPG Media used Monetize Ad Server’s flexible object hierarchy to enable it to develop a new structure for placement groups and ad unit naming, leaning heavily on the use of key-value pairs. This helped to better future proof DPG Media’s inventory organization, preparing for scale while remaining nimble to accommodate changes.

To shape and boost our digital advertising strategy we found a good fit with Microsoft's Monetize Ad Server. The open nature of both the technology and collaboration allowed us to enhance our digital advertising products.


As a part of its reevaluation process, DPG Media took the opportunity to rethink its monetization strategy, wanting to elevate deals in their monetization mix. Monetize Ad Server’s expanded deals capabilities allowed DPG Media to expand its deals strategy beyond the limitations of the previous ad server. DPG Media could now execute more deals with greater efficiency and activated around 1,600 private deals. The new strategy saw positive results, enabling a shift towards deals as an important revenue source.

Microsoft helped us diversify our portfolio with three new products that yielded us 14% of total revenue.


Now that DPG Media had its inventory framework and monetization strategies in place, it was time to think about optimizing revenue. Demand management controls allowed DPG Media to fine tune their yield, setting specific pricing and priority arrangements by demand partner. The accompanying reporting helped with sales scheduling and provided insight into opportunity costs for future adjustments.

Switching to Monetize Ad Server has afforded us a wide variety of ad serving and yield management tools. We now have more control, the flexibility to implement changes, and save time for our team overall.


Last, but certainly not least, it was critical that daily operations run smoothly. Monetize Ad Server’s line-item configuration tools made it possible for DPG Media to include multiple targeting parameters per campaign, like device allocation and audience. This reduced the line items necessary for each campaign from five to one, freeing up internal resources previously devoted to monitoring pacing and performance for the extra line items.

The results

Since DPG Media’s successful migration to Monetize Ad Server, it has:

  • Launched three new ad products accounting for 14% of total revenue.
  • Consolidated campaign line items by 5x, improving efficiency and saving time.

Monetization on your mind?

Want to learn more about our ad serving options and how they can help empower your business? Contact us directly for more information.

Help us improve Microsoft Advertising

Your comments and feedback are integral to shape and improve our product. You can use the Microsoft Advertising Feedback portal, in-product feedback, Twitter, or Instagram, and as always, contact Support.


  • Nicholas Bolt


    Nicholas Bolt
  • Josephine Howe


    Josephine Howe

Recommended for you

Blog post

Microsoft Advertising brings inventory in-house through Monetize SSP

Learn how agencies and brands can tap into a full funnel, digital advertising offering with a more direct path to Microsoft’s premium supply platform, Monetize SSP.

March 06, 2023

Two men sitting at a desk work together with a computer.

Blog post

Curation with Xandr makes deal buying simple

In today’s ever-evolving advertising industry, buyers face constant challenges to reach their target audiences. Learn how curation unlocks opportunities for buyers.

December 14, 2022

Two women look into a table while working on it.

Blog post

Xandr develops global solutions to address local needs

Learn how Xandr has always championed collaboration across the entire ecosystem to develop solutions that empower the open web and deliver unique value.

December 05, 2022

A group of people sitting inside a conference room laugh and look at each other while their laptops are open on the table.