How SuperRebel.Agency® found out that Opt Out’s DSP delivers higher quality traffic for Simyo
About SuperRebel.Agency®
SuperRebel.Agency® is a digital agency building media strategies across channels, including social, display, video, SEA, online radio, and DOOH. For clients like Simyo, they continuously evaluate which media environments deliver not just efficient buying, but also real business impact.
The challenge
Simyo operates in a competitive, subscription-based market. Campaign success is not just about CTR, CPM, or CPC. A click is only valuable if it brings qualitative website traffic. The quality of the website visits is therefore a key performance indicator.
For SuperRebel.Agency®, that quality is determined by a clear set of indicators. The most crucial indicators reveal the true story of what occurs after a click:
- Session duration
- Bounce rate
- Progression through funnel stages
Traditional buying routes did not always deliver the right quality. Traffic coming from these types of inventory showed high bounce rates and minimal engagement, volume without value. That prompted SuperRebel.Agency® to test different channels side by side, looking for the approach that would reach the most engaged audience for Simyo.
Why Opt Out
SuperRebel.Agency® chose Opt Out for three main reasons: quality, simplicity, and audience fit.
Quality in terms of traffic value and a privacy friendly environment, with access to premium publishers including the Regional Public Broadcast, Dutch Public Broadcast, NRC, Financieel Dagblad, RTL, Linda, and Hearst inventory that delivers real engagement, not just reach.
Simplicity meant fast campaign activation, a user-friendly dashboard and direct support.
Most importantly, the audience fit was strong. SuperRebel.Agency® saw clear potential in consentless inventory, it reaches people who actively opt out of tracking. A group that tends to be more deliberate online. More considered. More likely to act when something genuinely fits.
That audience aligns well with Simyo’s proposition: good value, fair pricing, and a smart deal.
The approach
For Simyo, the strategy was simple: quality in combination with volume. Not just the most clicks, but the right ones. Visitors who engage with what they see and go somewhere on the website.
Simyo’s product has broad appeal, so SuperRebel.Agency® believed broad relevance and timing would be more effective than overly narrow targeting. Consentless inventory proved especially valuable in that context.
Consumers aren't always in market, which is exactly why visibility among a highly relevant audience matters. A significant part of that market is dormant. Ready to move, with the right message, they can be activated.", explains Erwin Bosman, Senior Online Marketeer at SuperRebel.Agency®."
Results
The impact was immediately visible in the quality of the traffic.
Clicks from Opt Out campaigns translated almost one to one into sessions, indicating strong traffic validity and minimal drop off after the click. Once on the advertiser’s landing page, users were also noticeably more engaged.
SuperRebel.Agency® recorded:
- An average session duration between 15 to 20 seconds through Opt Out, compared to 8 to 14 seconds through other channels, while some programmatic open market traffic averaged closer to 5 seconds.
- A bounce rate of ±70%, significantly lower than other channels where bounce rates typically range from 80% to 90%.
Overall, SuperRebel.Agency® found traffic quality through Opt Out to be two to three times better than through more traditional routes. Not just traffic that arrived, but traffic that engaged. Erwin Bosman has one advise towards other Marketeers:
The market is shifting more towards walled gardens, which makes it important to keep testing alternative channels. Opt Out offers a distinct and valuable segment that complements other media strategies. My advice to advertisers is simple: start testing, stay curious, and explore opportunities that your competitors may still be overlooking.”
The bigger picture
SuperRebel.Agency® recognizes consentless inventory as an increasingly important component of the media mix. Rather than completely replacing other channels, the Opt Out approach adds a complementary audience segment that enhances campaign performance.
Advertising that prioritizes privacy does not equate to reduced effectiveness. In the case of Simyo, it actually led to improved performance. The results speak for themselves.
Opt Out helps advertisers and agencies reach engaged audiences through premium inventory, transparent buying, and high-quality traffic outcomes. Let’s talk.
