Case Study: Audience Partners Helps Automotive Dealership Compare SubA ISP vs. Classic Geo Targeting
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 Subscriber Addressable (SubA) ISP targeting and Classic geo-targeting.
Background and Tactics:
- Two separate campaigns were created, each targeting the group of 6 Co-op approved zip codes: 90004, 90005, 90020, 90028, 90029, 90038
- In real-time, each ad impression was compared against the ISPs geo-targeting truth source – the actual ISP billing records.
Accuracy: What percentage of impressions landed in the target area?
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.”
Precision: When the ad impression didn’t hit the target, how far away did the impression really land?