M17. Best Use of Programmatic

Facing a severe price disadvantage and a 73% Share of Voice deficit during Taiwan’s year-end travel peak, Cathay Pacific bypassed the discount war by pivoting to programmatic precision. Through the “Personal Flight Secretary” strategy, we leveraged DV360 and AI-Data Driven Creative (AI-DDC) to generate over 600 bespoke ad variations tailored to real-time intent signals. To combat high cart abandonment, we implemented step-level segmentation and signal-weighted budgeting, assigning aggressive bid multipliers to critical friction points like Seat Map and Flight Selection drop-offs. This algorithmic funnel optimization aggressively recovered high-yield “near-miss” conversions. The results redefined programmatic efficiency. With just a $33k USD budget, the campaign delivered a record-breaking 31.3 ROAS (nearly 3x the benchmark), generated $25M TWD in direct revenue, and achieved a +942% sales uplift, proving that hyper-personalization effectively beats deep discounting.