How an Indian Pharmacy Achieved 100% QoQ Ad Revenue Growth

Background

One of India’s largest online pharmacy platforms has over 5M+ app downloads and attracts 3M+ monthly visitors. Partnering with certified pharmacies across 1,000+ cities, it delivers prescription and over-the-counter products nationwide. To fully realise the potential of its online retail media, the retailer partnered with Osmos to scale its ad monetisation efficiently and sustainably.

Challenge

Initially, the retailer faced several bottlenecks due to CMS led Ad Monetisation program:

• Limited Ad formats and manual workflows: With only static banner ad support, these ads had to be manually activated which slowed campaign launches, restricted inventory supply and capped monetisation potential.
  
  
• Manual buying process: Advertisers had to manually reach out to category managers for placements. This cumbersome workflow discouraged participation and reduced demand for inventory.
  
  
• No Ad Targeting: Ads couldn’t be tailored to shopper cohorts or behaviours. For advertisers, this meant wasted impressions, lower click-through rates and reduced ROI.
  
  
• Limited reporting capabilities: Advertisers only got impressions data and lacked in-depth insights into performance, making ROI measurement and optimisation difficult.
  

Solution

The retailer partnered with Osmos to replace the CMS-led setup with a streamlined, scalable retail media monetisation program powered by Osmos Ad Server:

• Expanded ad formats & inventory: Activated multiple formats within a self-serve platform, including new rich media and video ads, increasing auction and attracting premium budgets.
  ‍
• Self-serve access: Advertisers could now plan, launch, and optimise campaigns directly, eliminating the manual dependency on category managers and accelerating adoption.
  ‍
• Intelligent targeting: Introduced audience-based targeting to deliver more relevant ads, improving both shopper engagement and advertiser ROI.
  ‍
• Comprehensive reporting: Implemented end-to-end, full-funnel metrics to give advertisers actionable insights for optimisation.

‍Impact

• 4 weeks go-live
• 40% increase in Ad Revenue
• 1B+ Ad requests managed, with 34.4M impressions and ~45,000 SKUs
• 100% QoQ Ad Revenue growth post-launch

By systematically addressing each operational gap, Osmos transformed the retailer’s retail media operations into a scalable, high-performing revenue engine.