We combined Google’s media network data with external data sources and created a first-ever DMP technology to track behaviour in real-time. By collecting online users’ footpaths through 5,000+ cookie journeys, we mapped/picked out the key IT decision makers who matter most to Intel for in-depth engagement.

Measuring their real-time responses from over 100 different ads served, we defined rules for dynamic content. By studying users’ preference in native content we delivered best matched content in real-time through the most appropriate channels. To minimize wastage, we acted on optimal frequency and programmatically retargeted Intel’s prospects to land on Intel's Centre.

For the first time, Intel China had successfully engaged their prospects across their purchase paths, and in real-time.

• Engaged 68+ million unique qualified prospects; 85% of Google’s cookie pool of IT decision makers.

• Highest engagement rate: 15-times higher for 2nd-time retargeting; 24-times higher for 3rd-time retargeting vs. Google Display Network’s average.

• CPA dropped 48% from Pre-to-Post campaign vs. Intel’s previous campaign. 9 times lower than the industry average.

It was also the first integrated data solution for Google, which it is considering full development of the technology. Intel is also planning on adopting the model outside China.