Purplle hits $686K in Ad Revenue during its highest-ever IHB Sale with Data-Driven Advertiser Activation

Background

Purplle is one of India’s leading beauty and personal care marketplaces, connecting millions of shoppers with top brands across skincare, cosmetics, haircare and personal care categories. With high repeat purchase behaviour and strong customer engagement, the platform has built a thriving retail media ecosystem that allows brands to reach high-intent beauty shoppers across their discovery and purchase journeys.

One of the biggest moments on Purplle’s retail calendar is the Inside Her Beauty (IHB) Sale, a flagship event that drives a sharp surge in shopper traffic and advertiser demand.

The February 2026 edition of the IHB Sale presented both a major opportunity and a unique challenge. While shopper demand was expected to be strong, private label brands historically key contributors to ad spend during the sale were absent.

To maximise revenue despite this gap, Osmos helped Purplle to activate advertiser demand, unlock untapped budgets and optimise performance throughout the sale window.

The Challenge: Capturing Peak Demand Without Private Label Spend

Large sale events typically see strong advertiser participation. However, capturing the full monetisation potential depends on how prepared advertisers are when demand peaks.

For the February 2026 IHB Sale, Purplle needed to ensure strong advertiser participation despite the absence of private label spend.

Key challenges included:

• Re-engaging advertisers who had reduced or paused spend in previous IHB sales
• Identifying brands whose advertising budgets had not scaled in line with platform growth
• Unlocking additional budgets from advertisers operating below category benchmarks
• Maintaining strong ad performance despite fluctuations in request volumes across key placements

The Osmos Approach: Activating Advertiser Demand and Optimising Performance

To help Purplle maximise revenue during the IHB sale, Osmos focused on three key areas: pre-sale advertiser activation, real-time optimisation during the event and expanding monetisation opportunities.

(i) Activating Advertiser Demand ahead of the Sale

In the lead-up to the sale, Osmos worked closely with the Purplle team to identify actionable revenue opportunities through detailed advertiser insights.

These reports highlighted:

• Advertisers who had reduced or stopped spending in recent IHB events
• Brands whose ad spend growth lagged behind platform growth
• Advertisers operating below category benchmark margins
• Opportunities to scale campaigns through additional keyword coverage
  

Armed with these insights, the Purplle team conducted targeted outreach to advertisers, encouraging them to increase budgets and prepare campaigns ahead of the sale.

This proactive preparation helped ensure stronger advertiser participation once the sale went live.

(ii) Real-Time Monitoring and Optimisation During the Sale

During the sale period, Osmos continuously tracked campaign performance and shared daily insights with the Purplle team.

These insights enabled the team to quickly identify performance gaps and implement advertiser-level actions to unlock incremental revenue opportunities.

Within the first two days of the sale, these recommendations helped the team optimise campaigns and adjust advertiser budgets, resulting in an approximately 15% uplift in ad revenue during the event compared to last year.

(iii) Expanding Monetisation Through PDP Display Ads

Another key initiative focused on scaling product detail page (PDP) display ads, an inventory that had historically been dominated by a single advertiser.

To unlock additional demand, Osmos worked with the Purplle team to:

• Develop a structured pitch for PDP display placements
  
• Communicate the value proposition to advertisers
  
• Onboard new brands to run PDP display campaigns
  

As a result, 10 new advertisers adopted PDP display ads during the February 2026 sale, helping diversify advertiser participation and unlock additional display revenue.

Impact

The February 2026 IHB Sale delivered record-breaking retail media performance for Purplle.

• $686K Ad Revenue generated, the highest ever recorded for an IHB sale
• $107K average daily advertiser budget, the highest across recent IHB events
• $5.7K Ad Revenue per advertiser
• 1.74% CTR, the highest among recent IHB sales