Technology
The Trade Desk Attention Pre-Bid Segments Drive Double-Digit Brand Lift for Fortune 500 Tech Company
Goal
- Improve performance across top-of-funnel KPIs using The Trade Desk’s attention (AU) pre-bid segments.
Approach
- Set media quality thresholds for Display and OLV in The Trade Desk
- Activate AU pre-bid segments
- Dynamically optimize toward higher-AU media while avoiding low-performing inventory
- Partner with Cint to evaluate brand impact against control group
Brand Lift Results: Display
Display Pre-Bid Segments Deliver up to 28% Lift
According to Lucid Measurement by Cint, AU pre-bid targeting for Display achieved 23% average lift across Awareness, Favorability, and Consideration vs. the control group.
Brand Lift Results: OLV
OLV Pre-Bid Segments Drove up to 18% Lift
OLV pre-bid segments drove superior performance across all four KPIs, including 18% higher Favorability and 15% greater Awareness vs. the control group.