WPP Media and Tapper delivered a 13 per cent reduction in cost per acquisition (CPA) and an 8.6 per cent increase in order rate for telco company du by tackling the industry-wide challenge of ad spend reaching a genuine high-intent audience.
The results of this controlled trial on key performance campaigns for du were revealed as part of a strategic partnership between WPP Media and Tapper, which aims to strengthens campaign governance and performance integrity fo clients by independently monitoring and blocking invalid traffic in real-time.
Bridging an existing gap in the market
In today’s performance marketing landscape, ensuring ad spend reaches genuine, high-intent customers remains a critical challenge. While native platform controls on Google and Meta are essential, they are often not designed to prevent all forms of invalid or low-quality traffic, which can distort performance data and lead to inefficient ad spend.
To address this industry-wide blind spot, WPP Media MENA has integrated Tapper as an independent quality control layer.
Tapper’s technology operates alongside existing campaign structures, automatically identifying and blocking invalid traffic sources without disrupting media strategy, creative, or bidding workflows.
This ensures that client budgets are directed exclusively toward genuine users, allowing platform algorithms to optimise against cleaner, more reliable data signals.
From conversation to action
During a trial across key performance campaigns for du, WPP Media identified traffic patterns that weren’t aligned with targeting, alongside click behaviours unlikely to convert. They also identified low-quality interactions that were affecting optimisation signals.
These were issues that were not visible within the native platform’s reporting, as such platforms are not designed to prevent all forms of invalid or low-quality traffic, leading to the distortion of performance data and inefficient ad spend.
These issues were observed to be contributing to the inefficiencies within the conversion funnel.
To address this, WPP Media MENA partnered with Tapper, integrating as an independent traffic quality monitoring layer for the performance campaigns.
Operating alongside existing campaign structures, the technology analyses paid traffic in real time and blocks invalid sources without altering media strategy, creative assets or bidding workflows.
It also ensures that client budgets are only allocated to genuine users, allowing platform algorithms to optimise against cleaner, more reliable data signals.
The results
Performance metrics showed immediate improvement after low-quality traffic was filtered.
When improved and high-quality traffic entered the funnel, campaigns saw a 13 per cent decrease in CPA and an 8.6 per cent increase in order rate, demonstrating the direct impact of improved data integrity on campaign profitability and effectiveness.
Joseph Elbcherrawy, Client Leadership Director at Mindshare, a WPP Media brand, highlighted how the trial demonstrated the impact of addressing traffic quality at the source. “By addressing traffic quality at the source, we delivered a significant improvement in conversion quality and overall campaign effectiveness for du. It’s about delivering smarter, more efficient, and more accountable media performance,” said Elbcherrawy.
According to Samar Alghazal, Senior Performance Manager at Mindshare, implementation required minimal resources and did not add operational complexity. “The Tapper solution was easy to implement and required minimal involvement from our internal teams. The fully managed service delivered measurable gains without adding operational complexity, allowing our team to focus on strategic growth initiatives for our client.”
