The customer wants to target its audience segment more accurately and achieve greater reach for its campaign. It wants consistently high-quality results, whether it is using guaranteed ad space buying or real-time buying via its DSP.



Target audience

Female, 30 to 39 years old, with children


To tailor the campaign closely to the audience segment in order to achieve greater reach plus consistently high-quality results whether using guaranteed ad space buying or real-time buying via the customer’s own DSP.


emetriq Classics

Step 1

emetriq supplies you, as an Intelligent Data Alliance partner, with a script that you integrate on a one-off basis into your websites. The code is safe and has no effect on website structure or loading times. Note: emetriq will never pass on data to third parties whom you have not authorized as recipients.

Step 2

In the Intelligent Data Alliance data pool, emetriq aggregates a large volume of hard data with your user data.

Step 3

For each segment, emetriq develops specific algorithms based on the hard data in the pool. The algorithms also take into account non-specific data, such as “Which website did the user visit?” and “Which article did s/he read?” so that users for whom there are no hard data are still clearly assigned to audience segments.

Step 4

To ensure that the algorithms are totally accurate, they are benchmarked against the online panel data provided by the consumer research institute GfK and continually optimized until they define each audience segment with absolute precision.

Step 5

The audience segments generated by emetriq Classics are then transferred to your adserver, your targeting/DMP system and/or your SSP. In this way, your customer enjoys the same quality results whichever marketer it uses and whether it is buying guaranteed campaigns via adservers or using real-time buying.

Step 6

You sell your customer campaigns that target the emetriq Classics audience segments that are relevant to it.

Step 7

You create the campaigns in your normal way, using your campaign management system, and deliver them. In this way, your customer remains totally and absolutely your customer, to whom you continue to provide the quality advice and support it has come to know and trust.

Want to find out more? Keen to convert your data into higher-value data? Interested in becoming a partner in the Intelligent Data Alliance? Contact us. We’re here to help.