Taking Back Control: Georgia-Pacific’s Programmatic Evolution

In a category like household essentials, where operational discipline is critical, competition for shelf space is intense, and consumer preferences are driven by subjective value, efficiency and effectiveness in media buying aren’t optional; they're essential.

Back in 2019, we took our programmatic buying in-house. It wasn’t just a structural shift, it was a strategic one. We needed more control, more transparency, and a better handle on how our media spend was translating into real-world outcomes. Since then, we’ve focused on building a digital media strategy that’s lean, responsive, and aligned with both brand and retail goals.

‍Why Efficiency & Effectiveness Matter More Than Ever in Household Essentials

In categories such as paper towels, toilet paper, and disposable plates & napkins, purchase decisions are made quickly and often without much deliberation. That makes it tough to win—and easy to lose—if your media isn’t doing its job.

Here’s how we think about the challenge:

• Maximizing Volume Contribution from the Media Mix: We don’t have room for inefficiencies; media needs to deliver impact at scale, efficiently.
• Reaching the Right Consumer at the Right Time: Precise messaging and ad placement become critical.
• Retailer Expectations: We’re accountable for driving measurable sales lift in-store and online media must contribute directly to those outcomes.
• Breakthrough the Clutter: As categories that play critical roles in the center of the store, our brands need to be present, remembered, and easy to choose in the moment.

The lesson: It’s not just about eliminating waste. It’s about maximizing results with every impression so that we can grow sales & market share.

How We’re Maximizing Results with Every Impression 

Yahoo DSP has been our trusted programmatic partner on this journey, helping us drive business objectives on our own terms while delivering high-quality ad experiences to consumers. Here are the three things that Georgia-Pacific has invested in:

‍Working With the Right Tech Partners

Yahoo DSP, for example, has been a valuable partner. It’s not just about the tech stack, it’s about having a partner who is aligned with outcomes and willing to problem-solve. Through the strong collaboration and trusted relationship we’ve built, the team at Yahoo DSP understands our business objectives, prioritizes the needs of our brands, and helps create meaningful interactions with consumers. Additionally, the Yahoo DSP offers free/no cost solutions like Yahoo ConnectID that have helped us manage frequency holistically across touchpoints. On the other hand, as we’re looking to rely more on AI-based media optimization solutions, testing Yahoo Blueprint Performance drove stronger results through more efficient, automated CPM optimizations. After a successful introduction in December 2024, we expanded Yahoo Blueprint Performance activation across all brands for video, audio, and display campaigns through 2025. Through the activation of Yahoo Blueprint Performance, we achieved significantly greater media efficiency while upholding a high-quality consumer ad experience—broadening brand reach, enhancing campaign effectiveness, and creating a strong foundation for long-term ROI growth. Results from Georgia-Pacific campaigns in Yahoo DSP:

Being Ruthless About Data Value

‍Not all data is created equal. We’ve evaluated our data partnerships with an intense focus on improving the quality of data that we use in targeting, minimizing signal loss, and maximizing the number of humans who see our ads. Are we getting real reach? Are outcomes improving? Are we just layering on costs? That lens has helped us streamline partners and improve performance, particularly in areas like retailer-sourced audiences. The partnership between Yahoo DSP and Kroger Precision Marketing has enabled us to reach Kroger’s first-party audiences based on verified transactions and boost Vanity Fair® sales. By leveraging Kroger's first-party audiences, Vanity Fair® expanded its reach to high-value, new-to-brand shoppers and complemented Georgia-Pacific's broader data strategy. Additionally, the closed-loop measurement provided actionable insights to inform future activations. Below are the results from a recent Vanity Fair® campaign in Yahoo DSP:

Inventory Quality Over Quantity‍

While we've driven strong CPM efficiencies on the Yahoo DSP, our team has been even more focused on improving media quality as part of a broader effort to enhance campaign effectiveness. That means optimizing for greater working media to be more competitive on premium inventory while maximizing total viewable, human impressions. To support that goal, we’ve leaned into resources like the ANA Programmatic Transparency Benchmark—a joint initiative by the Association of National Advertisers (ANA), TAG TrustNet, and Fiducia—as well as non-traditional ad verification partners to hold ourselves accountable. Through thoughtful supply curation, rate negotiations, and ongoing optimizations, we’ve elevated our media performance and rank in the top quartile of ad spend productivity. Here are some results in Yahoo DSP that have led to increased effectiveness:

Programmatic Isn’t a One-and-Done‍

We’re not chasing perfection, we’re focused on continuous improvement as the digital advertising landscape evolves. In-housing has given us greater transparency into what’s working and the agility to pivot when it’s not, while improving our accountability to key stakeholders. Pairing that with the Yahoo DSP capabilities and their expert support has been a game-changer in how we approach and execute our digital media strategy.