Together with Liftoff, the Winclap team helped DiDi strengthen transparency and control in programmatic, proving its real impact on user growth across Latin America.
In marketing, every dollar counts. Yet for many, programmatic advertising remains a black box: opaque inventory, doubts about whether ads truly deliver value, and a fragmented ecosystem with multiple partners that are difficult to compare and trust.
The challenge was clear: how can the next investment dollar be allocated with confidence that it would drive real users and sustainable growth?
DiDi faced exactly this dilemma. In a context of constant growth, ensuring the health of its user base was essential. The company needed evidence that programmatic was not just spending but also being a channel capable of delivering incremental users with real business value.
The Winclap team, together with Liftoff as the ideal strategic partner, designed a model to open the black box and transform programmatic into a transparent, trustworthy, and measurable channel.
Oscar Guajardo, from the Performance Marketing Manager at DiDi, saw signals that were unclear: metrics that didn’t align with actual user behaviors and the key question behind them:
What kind of users are we really attracting?
The risk was evident: incorrect measurement could have led to discarding a channel with strong growth potential.
The approach of Winclap’s Paid Media team was focused on proving incremental lift and efficiency, building a measurement and optimization framework that went beyond the conventional.
Three pillars guided the transformation:
It was defined a system of intent metrics, analyzing early post-click behavior to capture user quality signals. This guided optimization toward what truly matters: incremental users with a higher probability of delivering value.
Winclap built dashboards, refined whitelists, and applied an iterative methodology to identify and exclude low-value Site IDs. This ensured that investment was concentrated on truly incremental inventory.
The team systematically executed Conversion Lift Tests, which allowed them to validate with evidence the incremental impact on installs, sign-ups, and first trips.
Over a period of more than six months, the team implemented this strategy across three key markets — Brazil, Argentina, and Mexico — transforming programmatic into a transparent and high-performing channel.
In partnership with DiDi, Winclap proved that opening the black box of programmatic can deliver:
Liftoff provided the transparency that other programmatic channels often lack, enabling deep analysis and optimization for incremental growth.
Today, the focus is on continuing to find high-value users in new spaces, scaling programmatic strategy with sustained growth day by day.
The DiDi case demonstrates that programmatic advertising is not a marginal experiment or a blind bet: it is a key channel to scale acquisitions with real business impact. But that potential is only unlocked through rigorous analysis, disciplined data practices, and the ability to consistently execute incremental lift experiments.
On that journey, Winclap was the partner that turned complexity into clarity, and opacity into evidence—transforming programmatic into a sustainable growth engine.
“Thanks to the joint work with Winclap and Liftoff, we were able to prove with evidence that programmatic can be an incremental, measurable, and efficient channel. The Winclap team helped us transform programmatic from an uncertain channel into an incremental growth lever, with transparency and control we didn’t have before.”
— Oscar Guajardo Ochoa, Performance Marketing Manager, DiDi
.jpg)
.webp)