Observed Signal · Jan 21, 2026 · Technical Release · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Betterment Uses Custom Bidding Script to Improve Ads
Betterment, a long‑term automated investing platform, worked with programmatic partner Adswerve to develop and deploy a custom bidding script in Google’s DV360 to improve ad performance and conversions across its three business lines. The script—built using custom Floodlight variables to score impressions and rank conversion types by value—was written in about a week and A/B tested against Google’s automated bidding during the learning phase. Adswerve also manages Betterment’s SA360 search campaigns. The piece notes an unrelated January 12 security incident in which unauthorized access to third‑party software sent a fraudulent cryptocurrency message to users.
Practical case study showing an advertiser and agency building a DSP-level custom bidding script in DV360 to prioritize higher-value conversions; useful operational insight but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Betterment has partnered with media and tech consultancy Adswerve on programmatic since 2019.
- Adswerve manages SA360 campaigns and programmatic media for all three of Betterment’s business lines.
- Adswerve developed a custom bidding script deployed in Google DV360 that uses custom Floodlight variables to score impressions and rank conversion types by value.
- The custom script took about a week to write and was A/B tested to compare performance against Google’s automated bidding during the learning phase.
- Betterment disclosed an unrelated security incident on January 12 involving unauthorized access to third‑party software that sent a fraudulent cryptocurrency message to users.
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