Research: Use of the IP retargeting method for cross-device targeting on hybrid television

, Case studies

R2B2 is the first in the Czech Republic to have tested the possibilities of IP retargeting on HbbTV. The goal of the research was to test the use of the IP retargeting method for cross-device programmatic ad targeting between computers, mobile devices, and TVs.

Research: Use of the IP retargeting method for cross-device targeting on hybrid television

The first test of IP retargeting was done via a campaign to promote the professional conference Programmatic Day. The topic of the conference is of interest to a very narrow target audience – those who work in specific positions for the media, media and advertising agencies, for media and marketing consultants and strategists. Thus far, such a target audience had not been effectively reached using a TV screen. The goal of the research was to test the possible reach of exactly such groups.