AdTheorent “Mindset” Ad Unit Enables Brands to Capture Consumer Sentiment, Create Audience Profiles, and Assess Brand Favorability Lift

“Inaugural” Survey Queried Voters Regarding the Winner of the Presidential Debate, Creating Trump and Clinton Supporter Profiles

Oct. 25, 2016 – New York, NY — AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming digital advertising, today announced the launch of its Mindset intelligent ad unit for advertisers, as well as campaign results surrounding the most recent presidential debate.  AdTheorent’s first-of-its-kind offering allows brands to quickly and efficiently capture consumer sentiment, facilitating a more comprehensive understanding of an advertiser’s constituencies and audiences. Based on responses to one-question surveys as part of a sleek and user-friendly ad unit, AdTheorent creates audience profiles enhanced with 1st, 2nd and 3rd party data, layering intelligence on top of the respondent’s survey answer.

The Unit and Campaign

The customizable Mindset ad unit is a display banner incorporating slider functionality which allows the user to easily and quickly answer one question by swiping either left or right.  After swiping, the user can resume his or her previous mobile activity, making the experience un-intrusive and enjoyable.  In a recent campaign seeking to identify insights about political sentiment following the third US Presidential debate, the Mindset ad unit queried users “WHO WON the debate?”, featuring an illustration of Republican nominee Donald Trump on one side and Democratic nominee Hillary Clinton on the other.  An animated circle could be swiped toward the candidate selected by the user as the winner.  This campaign ran from Oct. 19-20, reaching 994,518 unique IDs and generating 2,245,664 impressions.

“The beauty of our Mindset campaigns is the simplicity of the concept. Rich insights can be gleaned from answers to simple one-question surveys, which answers are appended with the voluminous amounts of data available to us,” said Josh Walsh, Co-Founder of AdTheorent. “This survey is a wonderful way to tap into sentiment, whether on behalf of political or issue advocates or a brand seeking to gain insights about its audience.”

The Results

Based upon responses to the question of who won the debate, AdTheorent was able to append the user ids in each category with data to create audience profiles, as well as comparisons related to each candidate’s supporter interests.

Trump: Pets and Pickups

Compared to Clinton, Trump received more votes among users with the following interests/purchase habits:

  • 52% more from pet enthusiasts
  • 52% more from credit card users
  • 46% more from owners of pickup trucks
  • 45% more from arts and crafts enthusiasts
  • 43% more from snow sports enthusiasts

 Clinton: Super Mario and Celebrity Gossip

Compared to Trump, Clinton received more votes among users with the following interests/purchase habits:

  • 29% more from those interested in Nintendo video games
  • 25% more from owners of Apple devices
  • 24% more from watchers of E! Entertainment Television
  • 23% more from people interested in college education
  • 19% more from people with a relationship status of Single

 Donald Trump Supporter Profile:

Below are the audience attributes associated with the most engaged users that chose Trump as the debate:

  • Gender: Skews Male
  • Age: 51-65
  • HHI: $75K – $100K
  • Ethnicity: Caucasian
  • Household Size: 3
  • Neighborhood: Suburban, Non City Style
  • Homeowner Status: Owner
  • Key battleground states won: Ohio, Florida, Iowa, Michigan, North Carolina, Pennsylvania and Wisconsin

Hillary Clinton Supporter Profile:

Below are the audience attributes associated with the most engaged users that swiped for Clinton as the debate winner:

  • Gender: Skews female
  • Age: 51-65
  • HHI: $50-75K
  • Ethnicity: African American
  • Household Size: 5+ people
  • Neighborhood: Metropolitan city
  • Homeowner Status: Owner
  • Key battleground states won: New Hampshire, Colorado, Nevada, Virginia

Some common ground between Trump and Clinton supporters:

  • Operating System: 70% of Clinton voters and 69% of Trump voters had an iOS device vs. an Android
  • Favored Wi-Fi connection: 63% of Trump voters and 65% of Clinton voters
  • Of the users connecting through cellular service, Verizon and AT&T were the leaders for both candidates. Interestingly, Clinton had 35% more T-Mobile Users, while Trump had a secure lead with Verizon users – 46% more than Clinton.
    • Voters for Trump:
      • Verizon: 44%
      • AT&T: 26%
      • Sprint: 16%
      • T-Mobile: 13%
      • Other: 2%
    • Voters for Clinton:
      • Verizon: 36%
      • AT&T: 23%
      • T-Mobile: 21%
      • Sprint: 18%
      • Other: 1%

To view a summary infographic of AdTheorent’s findings, please visit:

About AdTheorent®

AdTheorent is a technology company that is transforming digital advertising through user identity mapping and data-driven predictive solutions.  AdTheorent’s machine learning technology platform, Cross-Environment Map and Barometric® technologies help brands understand and connect with their audiences at scale.

AdTheorent’s machine learning technology platform combines millions of data attributes into precise and accurate adaptive models for the purpose of identifying optimal audiences.  Powered by data-driven intelligence, AdTheorent’s platform delivers the right ad, to the right user, at the right time – all in “real time” within brand advertisers’ ROAS and performance goals.

AdTheorent provides the most comprehensive cross-environment mapping infrastructure in market, which maps millions of unique device IDs to US households (without using or obtaining individual identities) and other physical locations, and appends those device IDs with extensive 1st, 2nd and 3rd party data sources.  As a mobile-first Data Management Platform, AdTheorent is uniquely positioned to match offline and online data to mobile at scale, affect cross-environment targeting and break new ground in media attribution including physical activity such as purchase.

AdTheorent’s Barometric measurement and analytics solution features the advertising industry’s most advanced cross-environment tracking and attribution solution, providing the “post-click and post view” signals necessary for modeling to (i.e., predicting) true user engagement and awareness.

The collective result to AdTheorent-partnered brands and marketers is higher engagement rates across any client-defined metric – The Intelligent Impression®. For more information, visit:




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