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AudienceProject measurement verifies that OS Data Solutions’ targeting data delivers a significant lift in on-target percentage

Publisher case

Client

OS Data Solutions is a joint venture between Ströer and Otto Group, providing data of unique quality and scope to increase the impact and experience of digital advertising. OS Data Solutions was founded in June 2019 to create one of the largest German data pools, combining Ströer's digital reach with the high-quality data from Otto Group.

Problem

Many of OS Data Solutions’ clients are buying their targeting data based on the on-target percentage that it delivers. Therefore, OS Data Solutions needed a reliable measurement partner to help them verify the quality of their targeting data. AudienceProject’s track record from the Nordics and the UK as well as an internal data validation between OS Data Solutions’ deterministic sociodemographic data and AudienceProject’s panel data, convinced OS Data Solutions to partner up with AudienceProject.

Solution

To test the quality of their targeting data, OS Data Solutions used AudienceProject’s cross-media audience measurement platform to measure the on-target percentage of campaigns running in November last year and January this year with and without OS Data Solutions’ targeting data applied. As OS Data Solutions offers targeting data delivering different levels of reach and precision, AudienceProject measured the on-target percentage for each of these.

Outcome

0

uplift in on-target percentage across gender (average)
group

0

uplift in on-target percentage across age groups (average)
group

0

uplift in on-target percentage in the 40-49 age group

AudienceProject’s measurement showed that OS Data Solutions’ targeting data delivers a significant lift in on-target percentage across gender and age groups for all precision levels of targeting. Even when targeting data of low precision and high reach was applied, the lift in on-target percentage was more than 100% for most age groups, and in one age group (40-49), the lift was 327% when targeting data of high precision and low reach was applied.

Having their targeting data verified with independent audience measurement has helped OS Data Solutions prove that they deliver high-quality targeting data supporting their clients in meeting the goals of their campaigns.

Words from our client

The independent audience measurement provided by AudienceProject has helped us prove that we deliver high-quality targeting data supporting our clients in meeting the goals of their campaigns.

Tobias Emmer Managing Director, OS Data Solutions