AdTheorent partnered with the Ad Council to support its Type 2 Diabetes Prevention digital advertising campaign sponsored by the American Medical Association (AMA) and the Centers for Disease Control and Prevention (CDC). The goals of the campaign were to raise national awareness of prediabetes and drive adults, ages 40-60, to DoIHavePrediabetes.org to complete an online prediabetes risk assessment.
AdTheorent developed custom machine learning models across mobile and desktop devices and used predictive targeting to reach consumers within the target demographic with the highest likelihood of completing the online assessment. To track consumer actions after exposure to the brand campaign, AdTheorent placed pixels on the target website (DoIHavePrediabetes.org). Using pixel data, predictive models optimized toward consumers most likely to take key actions on the brand site.