CPG
Relationship Observed Between High-AU Programmatic Media and Awareness, Consideration, and Purchase Intent
Goal
- Demonstrate the effects on brand outcomes by using Adelaide's AU metric to optimize media bought using The Trade Desk across Display and OLV media.
Approach
- Activate Adelaide analytics on The Trade Desk to enable programmatic bidding on high-quality media.
- Analyze Lucid survey response data to determine the impact on brand outcomes.
Partners
Increased recall, Consideration and Purchase Intent
Higher-AU media consistently tied to better brand outcomes through the funnel—for awareness, consideration, and purchase intent.
“Working with Adelaide provides us with a valuable metric that gives Colgate greater visibility into the media and inventory we’re buying.
This knowledge, combined with AU’s encouraging relationship to qualitative measures, helps us honor our deep commitment to enhancing consumer brand experience by ensuring quality across our portfolio of programmatic supply with The Trade Desk.”
Jeff Giacchetti
Programmatic Media Lead—North America Colgate-Palmolive
How to Buy Higher Quality Media Programmatically
