Axon Audience Manager was utilized to extract audience insights and track behavior about users from endemic agriculture-based publishers and industry journals to better understand how visitors were engaging with content across the brand’s website.

This ultimately helped the brand move away from utilizing Third-Party data sets, and pivot to using viewed URLs as a proxy for the farming category, thus ensuring the target audience was aligned with the proper crop-related creative messaging (e.g. users that visited wheat URLs were segmented and served wheat-product creative). This approach also allowed Bayer Crop Sciences to analyze each product separately and us to maximize optimization results throughout the campaign.