A Global Pharmaceutical Brand Beat Viewability Target by More Than 27% With Supply-Side Targeting

Challenge

The global pharmaceutical brand wanted to reach diverse audiences across interests and demographics through first- and third-party data targeting across devices. Additionally, they needed to maintain efficient cost per impression (CPM) and hoped to surpass their viewability target of more than 70%.

Solution

First, they amplified the value of their first-party audiences through seamless onboarding and extended those audiences to connected TV (CTV environments powered by OpenXSelect. Next, third-party segments to target, such as allergy sufferers, pain management consumers, personal care shoppers, and more, were identified and activated. With these, the brand had leveraged OpenXSelect effectively to reach target audiences with precision across premium, brand-suitable inventory.