From Bottlenecks to Breakthrough: How One of India’s Leading Online Pharmacies achieved a 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.
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• Self-serve access: Advertisers could now plan, launch, and optimise campaigns directly, eliminating the manual dependency on category managers and accelerating adoption.
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• Intelligent targeting: Introduced audience-based targeting to deliver more relevant ads, improving both shopper engagement and advertiser ROI.
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• 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.