Jellyfish, a global boutique agency, announced Wednesday it’s now implementing Google Custom Bidding to optimize programmatic media buys to give marketers greater control over campaign outcomes.

As the advertising industry waits for the loss of third-party cookies and personal identifiers, Mario Schiappacasse, vice president, programmatic media at Jellyfish, believes this type of programmatic technology has become key during uncertain times when advertisers must make the most of media spend and generate long-term revenue.

As a globally certified GMP Partner with offices in U.S., Europe, and South Africa, Jellyfish participated in an early beta test providing advanced access to the tool.

The Custom Bidding tool allows advertisers to customize campaigns beyond Google’s native Display and Video 360 capabilities for more precision throughout Google’s programmatic activation.

Using the tool, Jellyfish can now assign customized key performance indicators in the Google platform beyond its native capabilities and tailor programmatic advertising budgets. The agency said it recently helped an undisclosed telecommunications client reach a 50% decrease of its CPA on display media buying and increase online store sales by 80%.

Jellyfish is also using the tool with Domain.com, one of the world’s largest web hosting and domain name providers. 

Using Google Custom Bidding and data science capabilities, Jellyfish is able to configure algorithms within the Google environment and provide custom bidding recommendations based on data. It also build custom machine learning models to improve impression value.