AdTheorent partnered with the Ad Council to support the “Shelter Pet Project,” a digital advertising initiative co-sponsored by The Humane Society and Maddie’s Project. The goal of the Shelter Pet Project is to find a home for the 2.4 million healthy and treatable pets that are currently in shelters. The primary campaign objective was to drive deep funnel visits to the pet adoption page on theshelterpetproject.org. AdTheorent used its Relationship Targeting capability to drive pet adoption consideration.
First, AdTheorent identified audiences who had previously visited the Shelter Pet Project’s website. AdTheorent then used its Relationship Graph, comprised of 1.3 trillion connections, to map the identified audience to their real-world relationships, including an average of 14 friends, family members and co-habitants per user. AdTheorent mapped real-world human connections to target the family and co-habitants of the core group that had expressed interest in pet adoption, with the goal of influencing the core audience through these relationships.