Tamedia is monetizing the online traffic of their broad network of owned companies by acting as a publisher of Digital Advertising Services. The recent increase in demand for CPC advertising campaigns encouraged Tamedia to explore & compare different ML techniques in order to automatically direct the available traffic in a more efficient way and serve all ordered clicks of the advertisers. The implemented and presented targeting is based on first-party user data collected within the Tamedia network as well as on information on advertisers and the creatives.