Case Study

Buyer Direct Delivers Increased Efficiencies via More Working Media and Simplified Execution for WPP Media, Nestle, and Prisma Media

Tags
Google Ad Manager

Global media agency WPP Media and Nestlé's (San Pellegrino brand) leveraged Buyer Direct to partner with Prisma Media, France's leading multi-media group of 30+ brands1.

The challenge

WPP Media, Nestlé, and Prisma have lost significant media spend to hidden fees and opaque supply paths within the programmatic value chain. They needed a direct, yet transparent solution to maximize working media and operational efficiency.

The approach

Buyer Direct established a transparent, direct publisher connection, bypassing unwanted ad tech fees, maximizing working media, and assuring total delivery against desired inventory. This allowed WPP to execute directly with Prisma, leveraging an independent source-of-truth to validate performance, reduce workflows, and justify budget shifts from a third-party DSP.

The results

  • 3 clicks
    for campaign setup vs. 20+ in DSP PG22
  • 5 minutes
    of total setup time2
  • 50% reduction
    in intermediary fees2

Buyer Direct offers an excellent balance of data transparency, publisher payout, and frequency control, all with a remarkably simple 3-4 click setup.

Hoai Nguyen, Data & Tech Director, WPP Media

Buyer Direct combines direct sales quality with programmatic power: unified capping, data, reporting, and minimized ad tech fees.

Paul Ripart, Deputy Director of Digital and Data, Prisma Media

As part of our SPO approach, Buyer Direct embodies a 'less is more' strategy to simplify the supply chain, boost transparency, and optimize value for publishers.

Julien Lamb, Media Lead, Nestle

  1. Source: ACPM ONE NEXT GLOBAL 2026

  2. Agency internal workflow tracking, data & reporting 2026. Individual results may vary.

You might also like:

See all success stories