Archant, one of the UK\u2019s largest publishers reaching 12 million digital readers every month, has reaped the benefits of tapping into unique customer intent data, after implementing a new, sophisticated online targeting platform called Carbon DMP. The publisher was able to boost return on ad spend by a huge 300% for advertiser, Trade Direct Insurance (TDI) following a trial of \u2018Audience Match\u2019 - one of the platform\u2019s latest innovations designed to find more programmatic direct deals. TDI was looking to increase brand visibility beyond its usual reach for a three-week campaign as well as increasing sales \u2013 and Carbon DMP delivered unprecedented results. Developed by global one-to-one marketing specialist Clicksco Group, Carbon DMP uses data science and machine learning (ML) to deliver intelligent insights into customer behaviour and intent to build and export better performing audiences that aim to reduce campaign costs, improve results and increase revenues. It does this by analyzing its pool of over 1.2 billion rich consumer profiles and matching 3.5 billion \u2018intent signals\u2019 with first party data collected by Archant and TDI. Using its Audience Match tool, Carbon DMP identified the overlapping groups - plus lookalikes - for TDI\u2019s target audience. Alistair McLean, Chief Technology Officer at Clicksco, explains: \u201cCarbon DMP enables one-to-one personalized online journeys, from acquisition, through to engagement and conversion, meaning our clients are never selling to a stranger \u2013 with the trial of Carbon DMP by Archant and TDI demonstrating the power of those insights.\u201d Crucially, Carbon DMP allowed Archant to track performance and optimise constantly over the course of the campaign \u2013 called \u2018in-flight optimisation\u2019 - to maximise return. For TDI, this meant ads were placed in a highly targeted, brand safe environment, with more engaged audiences to increase revenue.\u00a0 Due to the regional nature of Archant\u2019s digital properties, the campaign also achieved location-specific improvements. One geographical area boasted a significant 221% increase in sales revenue compared to the previous three months, while location traffic volume rankings climbed up to an impressive 14 from 57. As a result of the Archant campaign, TDI improved brand PPC buying performance - seeing a 15% increase in adCTR and CPCs falling by 23%. Sales and Development Director at TDI, Rob Rees commented: \u201cThese campaigns have shown the true potential of Carbon\u2019s intent data and machine learning capabilities to find more highly engaged audiences that crossover between advertisers and publishers.\u00a0 We\u2019re looking forward to leveraging these capabilities further as well as testing Carbon\u2019s Facebook Sync product.\u201d Archant\u2019s Product and Platform Director, Ryan Cousins added: \u201cSince its launch we\u2019ve been excited about the benefits that Carbon DMP could bring to us\u00a0through relationships with current and new advertisers.\u00a0 Throughout the campaign, the\u00a0Carbon team demonstrated commitment to their vision of driving improved yields by layering our audiences with their intent data. \u201cWe\u2019ve been really impressed with Carbon\u2019s audience data capabilities and\u00a0commitment to in-flight optimisation to get results.\u201d Since the platform was launched, Carbon DMP\u2019s successes include: \tAward recognition: which includes finalist spaces in The AI & Machine Learning Awards 2019 for Best Emerging Technology and Most Innovative AI ML technology \tA plethora of industry firsts: such as the partnership between Carbon and media mogul David Montgomery\u2019s National World to deliver value for customers, owners and investors by ensuring more transparency and better targeting of audiences \tBeing a thought-leader on ethical and responsible data management: passionate about taking a proactive approach to data handling, GDPR-compliant Carbon DMP is a member of the IAB Transparency and Consent Framework and Network Advertising Initiative (NAI). \tContinual innovation: innovating is at the heart of everything Carbon does. It has joined forces with Durham University for a second Knowledge Transfer Partnership (KTP) - after our award winning first KTP - which bridges the gap between industry and academia to bring in fresh talent and the latest technologies to develop cutting-edge product features.