Ilja Zonov
3 Months Implementation
New channel launched in 3 months
Performance vs Benchmark
+34%
ROAS
−21%
Cost
Unforgettable travel experiences
GetYourGuide is a leading global online marketplace to discover and book experiences worth traveling for. Travelers can use GetYourGuide to find things to do in more than 12,000 cities, including tours from local experts, exclusive access to must-see attractions as well as immersive bucket-list experiences through its Originals by GetYourGuide offering.
In Q2 2025, I led the technical coordination to launch RTB House as a new display channel for GetYourGuide. I orchestrated the end‑to‑end integration with internal data and engineering teams and the partner to ensure a smooth, successful setup. Scope covered:
Integration planning and sequencing
Privacy-safe S2S tracking for web and app
Reporting pipelines into internal data storage
Launched in April 2025; during the three-month pilot (April 14–July 14), RTB House significantly outperformed benchmarks on all key efficiency metrics.
Challenge
Introduce a new marketing channel that is fully aligned with existing tagging and reporting ecosystems.
Ensure privacy-compliant user ID matching and reliable S2S event delivery.
Ensure robust reporting that is fully compatible with existing marketing data pipelines.
Preserve naming, tracking and attribution standards across the web and apps.
Approach
Phase 1
Integration roadmap and alignment
Documented a phased plan from legal sign‑off through technical go‑live
Kept stakeholders aligned via Jira tickets, shared documents, and providing regular status updates to the tech teams at RTB House and GetYourGuide
Phase 2
Tagging and S2S events implementation
Audited existing setups across marketing channels to leverage proven approaches
Coordinated deployment with the engineering team using GTM Server‑Side templates and RTB House documentation; validated the setup with stakeholders before enabling in production
Integrated RTB House as a partner in Adjust and ensured event tracking consistency with other channels
Phase 3
Reporting pipeline and validation
Defined the necessary metrics and dimensions to retrieve from the RTB House Stats API
Ensured report dimensions aligned with the passed click tracking parameters
Resolved implementation roadblocks by coordinating between GetYourGuide’s engineering teams and RTB House
Key results
Established a comprehensive technical setup with clear tracking and data flow, ready to scale across markets.
Average ROAS
+34%
With 21% lower spend
Average CTR
+458%
vs benchmark
Average CPA
-80%
vs benchmark
Tools Used
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RTB House
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Tag Manager
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Adjust
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Databricks
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Looker Studio
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Jira
What’s next
Expand RTB House campaigns to additional markets
Analyze incrementality compared to other channels across markets and platforms
Establish a connection to export internal first-party audiences to RTB House for advanced targeting capabilities