Performance Case Study
High-quality, certified data delivers on advertiser KPIs
Agency:
Certified Data Provider:
THE CHALLENGE
High-quality, privacy safe data is in advertiser demand, but its not always easy to understand how different data sets actually perform against each other. Pre-campaign audience planning must carry through to activation, setting up campaigns in a way that allow for accurate comparisons.
Alliant sought to prove that their investments in data quality and audience development ultimately translate to stronger performance for advertisers.
THE PROCESS
Neutronian and its buy-side partner, Causal IQ, developed a process where the Neutronian certified Alliant segments could be compared head to head with non-certified segments on campaign performance,
- Working with Neutronian, Causal IQ selected a set of campaigns running with various audience targets for the test.
- Alliant provided their segment recommendations for each campaign based on the desired audience target. In the cases where custom segments were proposed, Alliant created the segments and then pushed them to Causal IQ’s seat in the DSP .
- Causal IQ set up each campaign with two different ad groups. One ad group used the Neutronian certified Alliant segments for targeting and the second ad group used other non-certified third-party segments for targeting.
- Each campaign ran during Q4 2022 and the campaign performance was analyzed at the end of the test period by Causal IQ and Neutronian.
THE RESULTS
The data from the test showed that Neutronian certified Alliant segments:
Yielded lower conversion costs
Drove higher video engagement rates
