Summary
This document is a case study detailing how IMVU partnered with Equativ to develop a first-party data strategy aimed at enhancing ad targeting capabilities. IMVU, recognized as the largest 3D social metaverse, sought to improve its advertising efforts by utilizing first-party data to create 44 user segments from approximately 900,000 profiles. The previous ad server limited their targeting options, prompting the need for a more advanced solution. The partnership with Equativ provided a customizable ad server that facilitated real-time decision-making and reporting. The case study outlines the challenges faced by IMVU, including the time-consuming setup of campaigns and the necessity to adapt to a cookieless advertising environment. It also highlights the results achieved, such as reduced setup time for ads and improved targeting efficiency. The collaboration aimed to increase inventory value and creator revenue through targeted internal campaigns, ultimately allowing IMVU to leverage its user data effectively.
