Case Study: PepsiCo achieves 12M+ unique reach with The Trade Desk cross-device targeting

PepsiCo gets a taste of success with cross-device targeting – reaching 12 million consumers

PepsiCo India worked with The Trade Desk to grow awareness for its Slice fruit drinks campaign beyond traditional linear TV. Using The Trade Desk’s demand-side platform for audience-based media buying, PepsiCo aimed to reach cord-cutters and OTT viewers aged 18–34 with a more precise, data-driven approach.

The Trade Desk and PepsiCo, alongside agency Spark Foundry, built a custom audience using first- and third-party data and activated cross-device targeting through Identity Alliance to expand reach across OTT, video, and other digital inventory. The campaign achieved 100% of its reach goal, delivered more than 12 million unique reach, and improved media efficiency by 13%, while also driving an 81% view rate and stronger frequency among the target audience.

PepsiCo

Jai Lala

Chief Executive Officer