We analyzed ads in Q4 of 2011 to see what the correlation was between the cost for targeted ads and completion rate. Not surprising, advertisers who invested in third-party and custom audience data segments were rewarded with higher completion rates. Despite the incremental cost of data targeting, it continues to be a key strategy for video advertisers as the number of Adap.tv Marketplace ads using third-party and custom data has grown a steady monthly average of 28% over the last twelve months.

Tags: advertising, completion rate, CPM, data, targeting, video