Palantir and Zeta Global announce strategic partnership.Read News
Palantir and Zeta Global announce strategic partnership.Read News
Case Study
General Mills connects with millions of consumers through email newsletters across beloved brands like Betty Crocker, Pillsbury, Tablespoon, and Box Tops for Education. As part of their monetization strategy, they partnered with Zeta to optimize newsletter ad performance and boost revenue without compromising user experience.
+26%
Increase in newsletter ad revenue
+11%
Growth in high-value, bid-on impressions
General Mills wanted to maximize advertising revenue from their email newsletters. The goal: improve monetization without disrupting subscriber engagement or the editorial experience. At the time, all ad placements were located at the bottom of each newsletter, which limited exposure and revenue potential.
Zeta analyzed newsletter layouts and recommended repositioning ad units to higher-impact locations. Working closely with the General Mills team, Zeta introduced a multi-size, above-the-fold ad unit. This prime placement attracted premium bids and justified a higher CPM floor. To maintain quality, the ad unit was collapsible, serving only when high-value bids were available.
To ensure a subscriber-friendly experience, General Mills ran controlled tests on lower-volume newsletters. The results showed no negative impact on subscriptions or engagement, just stronger monetization metrics. Encouraged by this performance, they rolled out the optimized ad unit across all major newsletters.
Zeta Marketing Platform
Create individualized experiences and drive outcomes throughout the customer lifecycle.
Data & Identity
Successful customer engagement starts with actionable consumer data—accurate, continuously updated, and easily accessible.
Omnichannel Marketing
Positive but disconnected brand interactions aren’t cutting it—consumers want an integrated, seamless experience across devices and channels.
Schedule a demo of the Zeta Marketing Platform or another solution with our experts, or contact us for more information.
