DRIVING PERFORMANCE WITH THE POWER OF SELL-SIDE TARGETING THROUGH CONNECT
A leading casual dining brand partnered with its agency to drive efficient campaign performance by leveraging commerce media audiences. The goal was to optimize reach and cost efficiency while maintaining strong engagement.
THE CHALLENGE
The campaign focused on key advertising categories, including frozen and fresh meat, snack foods, and healthy product purchasers. It was executed using standard display ads across premium inventory, ensuring high visibility and engagement. Traditionally, similar campaigns using demand-side platform (DSP) audience targeting struggled with data leakage and match rate inefficiencies, leading to higher costs and suboptimal reach.
THE SOLUTION: CONNECT + INSTACART AUDIENCES
To improve efficiency, the campaign activated Instacart audience segments ingested directly through PubMatic’s Connect, leveraging the power of sell-side targeting. By tapping into high-quality, commerce-driven audience data at the publisher level, the campaign was able to reduce intermediary data loss, improve audience match rates, and drive greater performance. Key targeting strategies included:
- Commerce Media Precision: Utilizing Instacart’s commerce-driven audience segments via PubMatic Connect for granular targeting.
- Sell-Side Audience Optimization: Avoiding data degradation and maximizing authenticity and match rates by activating audiences closer to the publisher.
- Efficient Reach Expansion: Improving scale through premium supply and enhanced audience match rates.
Sell-side targeting through PubMatic Connect enabled direct access to high-quality commerce audiences, ensuring:
- Higher Match Rates & Reduced Data Loss: First-party audience data remained intact, improving targeting precision.
- Optimized Cost Efficiency: Lower CPC achieved without sacrificing reach or engagement.
- Seamless Integration: Activation across multiple DSPs without restrictive platform constraints.