Ajio writes a new chapter in marketing efficiency with Vserv AudiencePro

Ajio, the leading online fashion marketplace had hit a RoAS ceiling with campaigns running on the back of interest segments on Meta. With a goal to address this challenge head-on, Ajio partnered with Vserv AudiencePro - Independent Consumer Intelligence Platform.

Marketers chase two persistent problems: growing market share and finding net new customers that drive category expansion. However platform-native interest-based targeting hits a wall—it tells you what consumers might care about, not who's actually buying or considering adjacent categories.

Deterministic transacting signals change that. AudiencePro sits between your brand and deterministic consumer behavior as an independent intelligence layer: Ajio used it to discover cross-category audiences (clothing, footwear, jewellery, watches), then layered it with spend patterns across D2C and quick commerce to refine precision targeting by value, frequency, and recency.

Ajio is one of the torch-bearers for modern marketers and known for marketing excellence with forward-thinking innovations always. For them, the high purchase frequency and category breadth define its best customers, this difference between the interest-based targeting and deterministic transaction-led targeting approach is the delta that drives never-seen-before marketing efficiency .


AudiencePro Deterministic Consumer Intelligence unlocked 11% Higher ROAS for Ajio: The marketplace activated deterministic segments of in-category fashion spenders on Meta campaigns via the AudiencePro platform. The results were material. Along with 11% lift in RoAS, Ajio witnessed a 15% increase in new orders, and a 62% reduction in cost per session -  the campaign stayed the same, just better outcomes with audience selection powered by AudiencePro - Independent Consumer Intelligence platform.

"Reaching fashion shoppers at scale in an ever-evolving space like fashion while also maintaining marketing efficiency is always a priority," said Arpan Biswas, Chief Marketing Officer, Reliance Ajio. "We are delighted by the impact of deterministic segments from AudiencePro,  we were able to improve purchase quality, drive stronger engagement, and achieve meaningful growth in RoAS and new orders."

“AudiencePro operates as a channel-agnostic independent consumer intelligence layer, which means the audience data is not shaped by the channel’s optimisation priorities but marketer’s priorities to reach better audiences with every campaign. Our marketers are under pressure to justify every rupee of media spend and this independence has real strategic value which shows in our partnership with Ajio”, says Saurabh Khanna, Business Head - Large Clients and Agencies Partnerships, Vserv AudiencePro

Ajio partnering with AudiencePro testifies to a fundamental truth in marketing: audience first, channel second.

When deterministic audience signals from an independent data layer are injected into walled-garden campaigns—Meta, Google, the channels marketers already use—efficiency jumps  Same channels. Same operational excellence. Just smarter audience cohorts and measurably different results.

The channel hasn't changed. The audience has. And that's where all the leverage sits.