Case Study: How Adevinta Built a Central Source of Truth for Advertising Data with Burt
Adevinta engaged Burt Intelligence to unify advertising data across markets, establish a common source of truth for commercial and finance teams, and replace fragmented reporting workflows with a centrally managed data foundation.
The challenge: one advertising business, many versions of the numbers
Adevinta operates a large portfolio of digital marketplaces across the globe. Its marketplaces span more than 25 digital brands, attracting more than 120 million users every month and serving more than one million businesses.
Advertising reporting across that footprint is inherently complex. The original Burt deployment began with Adevinta trying to create consistent advertising-revenue reporting across 12 markets. Local teams used different tools, time zones, definitions, currencies, and reporting processes, leaving the central analytics team with only a partial view of performance.
Three analysts were working to synthesize advertising and finance data, but differences in both the underlying numbers and their interpretation made centralized reporting difficult. Adevinta needed a shared advertising-data foundation rather than another standalone dashboard.
“Burt helps us get the story behind the financials, as it enables us to understand the key performance drivers. Its comprehensive dataset is unique, allowing us to generate key insights to enable quick action to solve problems, as well as analyzing potential opportunities.”Karan Garg · Financial Analyst, Adevinta
Why Adevinta chose Burt
Adevinta's central analytics team evaluated alternative platforms and internal build options before selecting Burt. The goal was to make advertising data usable across teams without creating another resource-intensive analytics project. The team highlights three characteristics that make Burt particularly valuable.
User-centric
Self-service reporting gives advertising, commercial and finance teams access to the data without requiring a BI engineer to create every view.
Powerful
Users can create, edit, share and automate reports while drilling into one consolidated view of advertising performance.
Low-maintenance
Native integrations standardize the consolidation process so the environment can be managed centrally without building a large dedicated data-engineering organization.
Building a central source of truth for advertising data
Burt serves as the common layer connecting Adevinta's fragmented advertising systems. Data from Google Ad Manager, SSPs, direct insertion orders, programmatic advertising, AdSense, traffic systems and other sources is normalized against shared business rules and advertising datasets.
Teams can work directly in Burt's reporting environment, while the same standardized data is also exported into Adevinta's own Databricks and Tableau environment for additional analysis and internal reporting.
The deployment connects 97 advertising data sources every day, maintains more than 280 direct data connections, stores 4.4 TB of data and updates approximately 7.8 GB each day.
That data foundation supports both programmatic advertising reporting and direct-sold advertising reporting, while providing common metrics that teams across markets can use as a shared language.
“In the past I used to consult multiple systems in order to get a clear overview on our daily revenues. The main advantage of using BURT for me is that I now receive a daily report in my inbox, combining all the data sources, which gives me all the insights I need.”Sandra Nicolai · Head of Advertising BNL, Adevinta
From fragmented reporting to shared operating data
The value of the centralized data extends beyond ad operations. Around 100 stakeholders across analytics, advertising operations, finance, leadership and yield management use the data to understand performance through a consistent set of metrics.
During implementation, Adevinta and Burt cross-checked the consolidated data against existing sources to ensure that the centralized model could be trusted before expanding adoption.
The equivalent of two full-time employees previously devoted to manually creating daily and monthly dashboards were able to take on new projects.
Teams across markets can work from consistent, comparable advertising metrics instead of reconciling separate local interpretations.
The result is not simply faster reporting. The shared data layer gives Adevinta greater confidence in operational decisions and makes it easier to compare performance across markets while preserving local teams' ability to investigate their own businesses.
“Burt is very helpful in aggregating data across all SSPs and other revenue streams to get a quick overview about the main KPIs, and since it is being used by multiple internal stakeholders, it became our single source of truth for all advertising revenue streams.”Janine John · Yield Manager, mobile.de
A data foundation designed for both people and systems
One of the more important aspects of the Adevinta deployment is that Burt does not need to become the only place where the data can be used.
Business users can work directly in Burt, while standardized advertising datasets also flow into Adevinta's own warehouse and BI environment. That allows one governed data foundation, with EU data residency, to support self-service reporting, centralized analytics and more advanced internal workflows.
The model reflects a principle that also shapes Burt's publisher analytics platform: connect fragmented advertising systems, normalize the data, apply consistent business logic, and make the resulting information usable wherever commercial teams need it.