PURPOSE AND DESIGN:
This study supports the hypothesis that a4’s authenticated addressable digital
outperforms traditional cookie audience targeting for a digital campaign. Previous anecdotal evidence had indicated there may be a relationship between authenticated addressable digital and improved performance outcomes.
Two campaigns were designed to measure potential differences: a control campaign using a cookie targeted audience, and a campaign using a4’s proprietary authenticated addressable digital targeting method.
A measurable improvement in performance was observed. 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.