Results
22GRADOS, a Spanish independent company, worked with a travel advertiser to test whether a more disciplined full-funnel strategy in Adform DSP could improve business outcomes across Spain, Germany, and the UK without increasing monthly spend. The plan combined qualified prospecting with advanced retargeting, backed by tighter inventory control and ongoing optimization. Over three months, performance improved steadily, showing that stronger audience qualification and supply discipline can lift bookings while reducing cost.
reduction in eCPM
reduction in total eCPA
increase in bookings
increase in total conversions
increase in attributed sales
Why Adform:
22GRADOS selected Adform’s DSP for a controlled, performance-led trial. The goal was not only to improve efficiency metrics, but to assess whether a more controlled activation setup in Adform DSP could improve buying efficiency and traffic quality while translating platform performance into bookings and sales impact for a travel advertiser. 
Transparency was also a key requirement, so 22GRADOS could maintain clear visibility into activation, optimization, results, and costs and keep decision-making grounded in client objectives. The trial was built to show that improved buying and performance metrics could convert into real business contribution, including bookings, attributed sales, and revenue impact.
Challenges:
The trial had to deliver tangible progress in a short period and show that Adform could support 22GRADOS with a reliable, scalable activation setup. It also needed to demonstrate clear month-over-month improvement without increasing the assigned budget. 
Execution complexity was high because optimization ran across Spain, Germany, and the UK, balancing different user intent signals under strong dependence on behavioral data. The team had to control inventory quality tightly, optimize buying continuously, and maximize the advertiser’s real return, not only platform indicators, in a complex multi-market setup.
Solution:
Using Adform’s DSP, 22GRADOS ran an optimized full-funnel approach combining qualified prospecting with advanced retargeting, built on a complete tracking framework with multiple recency windows. This structure refined identification of higher-value users and shifted buying toward audiences with stronger signals of booking intent, improving the campaign’s ability to convert qualified traffic into bookings over time. 
In parallel, 22GRADOS applied continuous inventory optimization, removing low-quality opportunities and prioritizing supply with a stronger balance between efficiency and business contribution. This sustained optimization improved buying and performance metrics while translating into visible impact on conversions, bookings, and attributed sales, consistent with 22GRADOS’ contribution model and comparable against similar activity across other DSPs. Based on this sustained improvement and validated value across efficiency, performance, and sales impact, 22GRADOS consolidated its relationship with Adform, positioning Adform as one of its key partners.
Álvaro Fraile
Director of Digital Strategy, 22GRADOS
“On this project, Adform competed on equal terms with other DSPs, not only because of its impact on the client’s direct business results, but also on a factor that is critical for 22GRADOS: transparency. For us, working with a partner that provides real visibility into activation, optimization, results, and costs is essential to make informed decisions, stay focused on the client, and ensure every action supports their objectives.”