Data Quality Performance Case Study for B2B Advertisers

The Challenge

While agencies and advertisers see the value in high-quality, privacy safe data, performance goals often take a higher priority in the data decisioning criteria.

Eyeota was looking for a way to prove that their clients can have it all – verified data quality, reduced privacy risk and better performance – by leveraging their Neutronian certified audience for their marketing needs.

The Solution

In partnership with Causal IQ, a programmatic solutions provider, Neutronian designed a testing plan where certified Eyeota segments could be leveraged side by side with other non-certified segments on a series of campaigns.

• Working with Neutronian, Causal IQ selected a set of campaigns running with various audience targets for the test.
• Eyeota aligned the audience targets to their taxonomy and provided segment recommendations for each campaign.
• Causal IQ set up each campaign with two different ad groups. One ad group used the Neutronian certified Eyeota 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.