ChoiceStream drove traffic to a poll question hosted through Pollshare to identify Keurig users. In so doing, it discovered that people who owned Keurig machines were also five times as likely to own Jeeps and used that audience, which was a better-defined segment, to target Keurig owners.
ChoiceStream’s DSP clients include 150 agencies and advertisers.
“There are certain brands or agency groups where we are the primary programmatic partner of choice. They like product, results, service, and use us for their programmatic campaign,” Bosco said. “Then there are those who have another programmatic partner, like the MediaMaths of the world, that they use for specific campaign needs. If they require server-based targeting, or have a challenging ROI metric, we’ve made a name for ourselves for meeting those hard performance requirements.”
Bosco said the company is on track to grow 300% year over year as more brands delve into programmatic. It’s integrated with “most of the major advertising exchanges,” he added, including Google’s DoubleClick, Yahoo’s RightMedia, AppNexus and Facebook FBX.