AdTheorent partners with the Ad Council to support the “Belonging begins with us” campaign


Cost per action 1,550% lower than digital campaign compared to baseline

NEW YORK, August 31, 2021 / PRNewswire / – AdTheorent, Inc., a leader in programmatic digital advertising using advanced machine learning technology and solutions to deliver real value to advertisers and marketers, and the Ad Council, a national nonprofit that mobilizes the energy and talents in the communications industry to make a measurable impact on today’s most critical social issues, today announced the results of the “Belonging Begins with Us” digital advertising campaign. The aim of the campaign was to promote inclusive communities and spread the message “Belonging begins with us”.

AdTheorent partners with the Ad Council to support the “Belonging begins with us” campaign

The situation:
“Belonging Starts With Us” is a national campaign dedicated to promoting a more welcoming nation in which people feel they belong, regardless of their origin or place of birth. The campaign was designed to remind the public that we all have the power to make others feel safe and welcome in our communities. The campaign’s PSAs feature a cover of the 1968 hit song “Walk a Mile in My Shoes”, recorded by Lake Street Dive exclusively for the campaign. The song and powerful visuals remind audiences that everyone knows what it’s like to be left behind – and for people who have moved to this country, that feeling can last for more than a moment. By highlighting this shared emotional experience, the creation of the campaign inspires empathy and strengthens bonds among all who call America home.

The approach:
To promote the “Belonging begins with us” message to target audiences, AdTheorent released a combination of video and display ad units to reach consumers on connected TV, desktop and mobile devices. AdTheorent’s platform leveraged a custom CPA machine learning model powered by non-individualized metrics and predictive targeting optimizations to identify and target consumers with the highest likelihood of performing required actions – set for CTV when the video ends and for display as people invited to interact with the campaign site. AdTheorent used a myriad of signals in the personalized predictive CPA model, such as ad position, publisher, geo-intelligence, non-individualized user device attributes, location and CTV exposure. to generate an effective CPA. Additionally, AdTheorent used sequential targeting to reach consumers across devices and media, and frequency optimizations to encourage multiple engagements. Using conversion data from the target website ( and CTV engagement, predictive models optimized for users most likely to perform desired actions on the brand’s site and achieve a rate high video completion.

The results:
The campaign was successful in increasing the number of viewers of the PSA video as well as actions on the site. Overall, the inventory donated by AdTheorent generated a CPA of $ 0.39 for a landing page visit that exceeded industry referrals by 1,550%. Additionally, AdTheorent’s CTV video completion rate was 98.57%.

AdTheorent’s data-driven platform identified targeting variables that drove increased conversions, providing valuable insight for future campaign flights. Among a variety of campaign information, mobile devices and desktops generated a higher CPA than tablets. For mobile ads, the most effective environment was the mobile web on Android devices, and for desktop ads, the Chrome browser performed the best.

“AdTheorent’s ability to reach the consumers most likely to take the desired campaign actions – using real-time predictive targeting signals that don’t rely on personal or sensitive data – results in more media delivery. efficient and better campaign results, while operating in a private-forward environment, “said Catherine pastre, SVP, Media Strategy and Awareness of the Advertising Council. “For the ‘Belonging begins with us’ campaign, AdTheorent donated its strategic services and inventory to reach audiences most likely to engage without relying on user-specific profiles or individualized data . We are thrilled with the results of the campaign as it surpassed benchmarks and allowed us to reach more people with this important message. “

To learn more about the “Belonging Begins with Us” campaign, visit

About AdTheorent®
AdTheorent uses advanced machine learning technology and solutions to deliver impactful advertising campaigns to marketers. AdTheorent’s industry-leading machine learning A T platform powers its predictive targeting, geo-intelligence, audience extension solutions and in-house creative capability, Studio A T. By leveraging only non-sensitive data and focusing on the predictive value of machine learning models, AdTheorent’s product suite enables advertisers to identify the most qualified people associated with the optimal creative experience. to deliver superior results, measured by each advertiser’s actual business goals. Starting in early 2020, AdTheorent’s award-winning A T platform and capabilities are available through a one-of-a-kind direct access offering. Direct access allows brands and agencies to access the AdTheorent platform to optimize performance, delivery and cost of KPIs, supplemented by a level of service that is not typically provided by open source solutions. -service.

AdTheorent is regularly recognized with numerous technology, product, growth and workplace awards. AdTheorent has received “Best AI-Based Advertising Solution” (AI Breakthrough Awards) and “Most Innovative Product” (BIG Innovation Awards) for three consecutive years. Additionally, AdTheorent is the only five-time recipient of the Frost & Sullivan Digital Advertising Leadership Award. AdTheorent is headquartered at new York, with fourteen offices across United States and Canadian. For more information, visit

About the Advertising Council
The Ad Council is the place where creativity and causes converge. The nonprofit brings together the most creative minds in advertising, media, technology and marketing to tackle many of the country’s most important causes. The Ad Council has created many of the most iconic campaigns in advertising history. Friends don’t let their friends drive drunk. Smoky bear. Love has no labels. Its innovative social welfare campaigns raise awareness, inspire action and save lives. To learn more, visit, follow the Ad Council communities on Facebook, Instagram and Twitter, and post the creation on YouTube.

(PRNewsfoto / AdTheorent, Inc.)

(PRNewsfoto / AdTheorent, Inc.)



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