Case Study: a large financial institution improves digital media spend efficiency with Kantar Profiles audience validation

How a large financial institution powered their digital media strategy and optimised their programmatic digital marketing spend through survey-based audience validation and connected data solutions

The large financial institution needed to validate the quality of its digital audiences and optimize its substantial programmatic marketing budget. Their challenge was to establish a baseline measurement for audience data partners to guide media targeting strategy and future spending decisions. To address this, they turned to Kantar and its Digital Audience Validation capability.

Kantar's solution utilized its Profiles Audience Network to survey matched audience profiles, measuring the accuracy of targeted segments. This revealed that the institution's media partners were purchasing overlapping audiences with poor representation of key prospects. As a direct result, the financial institution initiated strategic reviews with its partners to optimize budget allocation and established a quarterly audience accuracy measurement for ongoing future-proofing.