Context
While working at Avocet (acquired by Lumen Research), a demand-side platform in the adtech space, I was tasked with managing a £500k programmatic advertising campaign for a major US airline. The client wanted innovative targeting beyond standard platform capabilities, specifically a way to identify and reach “frequent travelers.”
My role
I worked directly with the CEO to design and implement a custom audience targeting strategy, from concept through execution, ensuring the campaign met the client’s CPA (cost per acquisition) goals.
Actions taken
- Compiled a database of US airport coordinates and built geofences within a 5km radius.
- Developed a Python script to identify users visiting two or more airports in two weeks, labeling them as “frequent travellers.”
- Automated the process to run every 12 hours, continuously adding new users to the segment.
Results
- Met the client’s CPA target despite the experimental nature of the approach.
- Secured additional budget for future campaigns, adding significant revenue to Avocet’s ARR.