PURPOSE AND DESIGN:
This study demonstrates that Audience Partners’ ISP-Authenticated IP Targeting outperforms traditional cookie audience targeting for a digital campaign. Previous anecdotal evidence had indicated there may be a relationship between ISP-Authenticated IP Targeting and improved performance outcomes. Two campaigns were designed to measure potential differences: a control campaign using a cookie targeted audience, and an experimental campaign using Audience Partners’ proprietary ISP-Authenticated IP Targeting method.
A measurable improvement in performance was observed, and potential theories for causation were identified for future testing. For the purposes of this study, key performance indicators (KPI) include clicks, click through rate (CTR), site visits, unique site visitors, bounce rate, and average time on site by visitor. Over 5 million impressions were served throughout the course of this evaluation, generating more than 3,000 clicks.