Advertiser Objective: AdTheorent partnered with the Ad Council to support the “Shelter Pet Project,” a digital advertising initiative co-sponsored by The Humane Society and Maddie’s Project. The goal of the Shelter Pet Project is to find a home for the 2.4 million healthy and treatable pets that are currently in shelters. The primary campaign objective was to drive deep funnel visits to the pet adoption page on theshelterpetproject.org. AdTheorent used its Relationship Targeting capability to drive pet adoption consideration. Advertiser Solution: AdTheorent identified audiences which had previously visited the Shelter Pet Project’s website. AdTheorent then used its Relationship Graph comprised of 1.3 trillion connections to map the identified audience to its real-world rel

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