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Ad Age: Snapple Online Ad Campaign Gets Unusual Success

Snapple used agency Deutsch, iVillage and research firm Dynamic Logic to test out the efficacy of Tacoda's ability to target behaviorally interested people. They liked what they saw. In advertising to diet-oriented women within iVillage's network - by targeting people who had also visited health and diet-oriented sites - Tacoda was able to deliver a 29 percent boost to purchase intent. It saw even better boosts to brand favorability (73 percent) and awareness (56 percent) relative to media run without the behavioral targeting.