Maximizing Brand Lift With Viewable CPM for Awareness via Google DV360

Client Overview

Netskope is a global leader in security and networking for the cloud and AI era, serving over 4,300 organizations worldwide – including more than 30 of the Fortune 100. The Netskope One platform delivers real-time, context-based security across the full AI ecosystem, backed by 120+ data centers spanning 75+ regions.

Campaign Objective

The campaign aimed to maximize brand lift among enterprise security buyers by positioning Netskope as the category-defining vendor for AI security. DV360’s Brand Lift Study (BLS) tracked three survey metrics: unaided brand awareness, ad recall, and consideration. Viewable CPM (vCPM) served as the bidding strategy, ensuring every dollar paid corresponded to a confirmed in-view impression rather than a served-but-unseen placement.

The campaign sought to drive incremental branded search volume in parallel. DV360’s Search Lift Study measured whether exposed users searched for “Netskope AI security,” “Netskope One,” or related branded queries at higher rates than the holdback control group. An increase in branded search would signal active research intent – a leading indicator of downstream pipeline creation.

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Audience & Targeting

Two layers formed the targeting backbone. The job-function layer used DV360’s in-market segments and LinkedIn-sourced B2B data to isolate professionals holding titles such as CISO, VP of Security, IT Director, and Cloud Architect at organizations with 1,000+ employees. The contextual layer surfaced inventory on pages discussing generative AI governance, AI data security, SASE architecture, and zero trust networking – maintaining reach in cookieless environments and complying with EU and Australian privacy regulations.

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Platform & Channels

Media ran across PMP deals with tier-one publishers including CyberScoop, Dark Reading, The Register, SC Media, and TechTarget’s security channel. Open exchange inventory was restricted to pre-approved domains verified through DoubleVerify for viewability and fraud protection. CTV placements targeted CNBC, Bloomberg, and Fox Business during 6:00 AM–10:00 PM dayparts.

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Creative and Formats

All assets anchored on a single theme: “Secure the AI Era.” Video creatives opened with IDC’s projection that enterprise AI spending would pass $867 billion by 2029, then pivoted to the security gap rapid adoption creates. The final frame featured the Netskope One AI Security product name and a call to action driving viewers to the landing page.

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Geo-Focus

The campaign ran across four markets: the United States, the United Kingdom, Germany, and Australia. Within the US, budget allocation skewed toward metros with concentrated technology and financial services headquarters – the San Francisco Bay Area, New York, Dallas-Fort Worth, Chicago, and Washington DC. Bid modifiers increased CPMs by 15–20% in these metros to prioritize impression share against competing cybersecurity advertisers.