Knorr, a subsidiary of Unilever, has high expectations of its cam- paign on derstandard.at. This campaign was not only aimed at minimising divergence loss, but also at increasing the brand awareness of Knorr. For this rea- son, Predictive Behavioural Tar- geting by nugg.ad was used with great success, which caused di- vergence loss to tumble and also raised brand awareness. CAMPAIGN Over a period of two months, a su- per-banner (Ill. 1), a

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