case study: british gas

switching to flashtalking primary ad serving & multi-touch attribution

British Gas, the United Kingdom’s largest energy supplier, relied on DoubleClick for ad serving, auditing and analytics and was seeking a solution to mitigate the loss of data needed for independent auditing and analysis of digital media campaigns. Following Google’s decision to remove User IDs from the DoubleClick Data Transfer files, British Gas was facing the loss of independent auditing and analytics that relied on user-level data.

Download the case study to learn how British Gas made the switch to Flashtalking in just two weeks. Through Flashtalking Multi-Touch Attribution, the advertiser was able to attribute 191% more conversions and see a 42% more efficient cost per acquisition.


Making the ad-server transition initially felt like a difficult decision, but after looking at the way we are planning to use our data in the future, and the importance of ensuring we had full access to that data, it quickly became clear it was the right strategic decision. The switch went smoothly, and all our activity was moved in two weeks, with everything tracking perfectly right from the start. The close collaboration of Flashtalking and MediaCom made the process simple and we’re happy we’ve made the right choice.

— Patrick Smith, Digital Marketing Manager, British Gas