In a digital world filled with advertising noise, reaching the right audience with the right message is a challenge. But what if you could pinpoint your audience with precision, ensuring that every advertising dollar counts? That's exactly what Nissan achieved with carsales mediahouse by utilising our new audience targeting strategy, Objective Based Media (OBM).

Embracing the challenge

Nissan's goal was simple yet ambitious: generate more conversions and understand the customer's behaviour across various platforms. But like many brands, they found digital attribution to be a tricky beast. Understanding how media performs and relying on the data are common challenges.

The Solution

Nissan partnered with carsales Mediahouse to leverage our innovative OBM strategy. Here's how it worked:

• Collecting Data powered by carsales’ partnership with AdFixus
• First-party Cookie Technology: This ensured that data was collected directly from the carsales environment and the advertiser's website, making it reliable and trackable across all browsers.
• Using a Data Clean Room: This privacy-compliant approach allowed us to look at audience overlap.  

• Pinpointing the Audience

• Our AI technology takes the data collected and creates a clear view of what the audience did on the carsales website before performing a specific action on Nissan's site. It then selected the audience with the highest propensity to convert, starting its learning before the campaign even went live.

• Delivering from Day One

• The propensity model built using this information allowed us to target audiences likely to perform the desired action on Nissan's website, so the campaign delivered to the objective right from the start.

“The components of our solution from first-party cookie-based technology, data cleanroom, through to our AI model built by our inhouse team, highlight our culture of innovation. We will continue to strive to bring solutions to market that don’t just solve today’s problems but position us and our partners well for the oncoming macro changes to the digital media ecosystem”. Stephen Kyefulumya, GM Media -  Product & Technology

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