Starting with a list of mobile IDs gave PDN a starting point for this campaign – but with the specific geographical limitations in place, expanding the target audience to a big enough size to make an impact was going to be tough.
Fiksu DSP was able to greatly expand the audience size using a series of data-intensive approaches, such as building audience lookalike models and expanding the audience with a number of user personas. By purchasing media across a number of RTB networks, Fiksu was able to deliver large numbers of impressions despite geographic limitations.
The algorithms find new publishers that work and increase spend there, decrease spend on those that don’t, and generally manage ups and downs at a level of detail greater than any manual process could ever hope to match.
The campaign’s success resulted in an ongoing media campaign targeting additional geographies.