Case Study: Matterkind achieves 68% higher CTR and 43% lower CPC with Integral Ad Science Context Control Targeting

Driving Demand for an International School with IAS Context Control

Matterkind, an addressable activation partner focused on cleaner data and audience-first optimization, was tasked with driving awareness and quality traffic to virtual Open Houses for a niche international school after COVID forced a shift to fully digital activation. To future-proof the advertiser’s cookieless strategy and enrich contextual targeting, Matterkind partnered with Integral Ad Science and tested IAS Context Control Targeting.

Integral Ad Science’s IAS Context Control Targeting enabled context-based, cookieless targeting with scalable content classification, sentiment/emotion detection, and audience-proxy segments, implemented within Matterkind’s test-and-learn framework. Results showed clear efficiency and performance gains: versus audience targeting, CTR was 68% higher and CPC 43% lower; versus an alternative keyword solution, CTR was nearly 3× higher and CPC nearly 50% lower — outcomes Matterkind and Integral Ad Science will continue to build on.

Matterkind