The users from the INNOFACT Retargeting Panel who are to be reached as a target segment for the campaign are marked with a cookie – of course not without having obtained prior consent.
This target segment is then addressed via a Demand Side Platform (DSP), which is a platform responsible for the delivery of advertising materials on the Web. If the respective panelist now surfs the net in their normal everyday life, then the panelist is identified by the DSP on the basis of the cookies and the campaign to be investigated is specifically shown.
This means that only the panelist who corresponds to the target segment is actually supplied. This has two immense advantages: First, any number of panelists can be addressed in the study. Secondly, in contrast to conventional pre-tests, there is no laboratory situation. The panelist sees the advertising medium in the normal context of his (everyday) internet visit.
Accordingly, it is also possible to determine how often the ad should be shown, and a frequency capping (maximum limit for advertising media contacts), which is common in advertising playout, is also possible. The quantity and duration of the advertising contacts are then measured and the panelists are specifically interviewed.