In digital marketing, efficiency, innovation, and transparency are critical. This is the story of how Mattel, the global leader in toys and entertainment, partnered with Adlook to elevate advertising outcomes—while advancing a healthier, more transparent open-web ecosystem.
From Barbie and Hot Wheels to Fisher-Price and American Girl, Mattel’s brands spark imagination in families around the world. With a continually evolving digital marketing strategy, Mattel sought a partner that could deliver streamlined, cost-effective, and privacy-forward solutions—prioritizing quality media and full-funnel efficiency.
In 2024, Mattel selected Adlook as its full-funnel programmatic platform for open web campaigns. The collaboration was built on a shared mission: to drive results through innovation and responsibility.
Adlook enabled Mattel to:
Leverage its deep learning-powered bidder for real-time, impression-level optimization.
Activate contextual and LLM-powered targeting to engage hard-to-reach, high-intent audiences.
Consolidate all tools within one platform to minimize operational effort and campaign cost
Adlook’s proprietary, AI solutions proved to outperform traditional buying methods methods by maximizing exposure and boosting engagement
+42.4% Ad Recall
Mattel used Adlook’s proprietary contextual targeting and attention prebid angine to significantly improve ad recall — ensuring ads weren’t just seen, but remembered.
-20% Reduction in CPA
With smarter targeting, AI-driven bidding, and optimization, the brand cut acquisition costs compared to previous benchmarks.
70% of Media Budget Reached Publishers (vs. 44% Market Average)
By leveraging Adlook’s transparent fee structure, proprietary targeting and SPO, Mattel reduced transaction costs, outperforming market averages.
To independently assess its approach, Mattel participated in the ANA-Fiducia Study in Q1 2025—one of the most comprehensive audits of programmatic activity to date.
The findings confirmed that Mattel and Adlook not only delivered exceptional results but did so with integrity and efficiency:
These insights underscore Mattel’s leadership—not just in performance, but in building a more effective, transparent, and sustainable digital advertising ecosystem.
End-to-End Tech Efficiency:
A unified platform minimized fragmentation, allowing more budget to flow directly into working media
Advanced Targeting Stack:
Proprietary contextual and LLM-powered solutions boosted the effectiveness of every impression.
Deep Learning-powered Bidder:
Real-time adaptation ensured precision in every ad delivery.
Native Attention Optimization:
Campaigns were automatically steered toward placements proven to drive engagement, reaching +20% Uplift in Attention Unit (AU) Score
Supply Path Optimization (SPO):
Custom SPO and a dedicated Publisher Scorecard helped focus investment on top-tier, high-quality publishers—maximizing effectiveness while reducing waste.
Together, these levers created a data-driven, scalable, and future-ready buying model that consistently outperformed—while supporting a more sustainable open web.
The Mattel–Adlook partnership is a blueprint for the future of programmatic: smart, efficient, and responsible. By combining integrated technology, privacy-centric targeting, attention-based measurement, and independently verified outcomes, Mattel didn’t just achieve success—it set a new industry benchmark.
In an era demanding both results and responsibility, this collaboration proves that brands can have both.
“At Mattel, we are constantly evolving our digital strategy to not only drive performance but also ensure we're investing responsibly in the open web. Partnering with Adlook has been a key milestone in that journey. Their full-funnel platform enabled us to reach our audiences more effectively through innovative and a transparent approach to media buying. The results speak for themselves—from improved attention metrics and reduced CPA to significantly increased real-user reach validated by the Fiducia study. Partnership with Adlook is helping us shape a future where efficiency, transparency, and meaningful consumer engagement go hand in hand.”
Katya Zapolnova,
Digital Media & Data-Driven Marketing Lead, EMEA
“We are delighted to publicly announce our partnership with Mattel. Both of our companies share a common vision for fostering a better open web. Together, we are focused on directing and consolidating media investments toward premium publishing and placements, while steering clear of undesirable actors or suboptimal placements. By meticulously evaluating and optimizing each step of the supply chain, we have successfully scaled Mattel's working media, ensuring that every dollar is used more efficiently. This approach has yielded a dual benefit: enhancing media performance while consolidating media spend with trusted publishers we all value.”
Luca Filardo,
SVP Comercial Growth
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