Reach & Accuracy

The best way to understand Audience Partners’ Reach and Accuracy story is to examine the performance of a typical campaign that uses AP’s proprietary targeting IP based solution.


Advertiser Goal

 

An auto dealer is running a digital ad campaign and needs to ensure that all ad impressions fall within their 6 Co-op approved zip codes.  The auto dealer wanted to test the difference between ISP targeting and Classic geo-targeting.


Methodology

 

Two separate campaigns were created, each targeting the same group of zip codes. In real-time, each ad impression was compared against the ISPs geo-targeting truth source – the actual ISP billing records.

Why is the ISP the truth source?
As the company that provides every Internet user with the physical connection, the actual modem, the IP address and the Internet service they are the sole owners of the data.

According to www.whatismyip.com, "Often, people think if they perform an IP address lookup, that they are going to find the physical mailing address of the user assigned the IP in question. This is simply not true... For an exact physical address you would need to contact the ISP (Internet Service Provider) of the IP address in question."


Accuracy

 

What percentage of impressions landed in the target area?

Why does it matter?
In this case, 37% of the impressions served were outside the advertiser’s desired target area which means wasted advertising dollars.


Precision

 

When the ad impression didn’t hit the target, how far away did the impression really land?

Why does it matter? 
Most consumers will not drive more than 30 minutes to purchase a new car. In this case, Classic geo-targeting served impressions as far as 113 miles away. As mentioned above, these wasted impressions greatly reduce the return on advertising spend (ROAS)