Advertiser Objective: The goal of the campaign was to drive engagement across the “Millennial” and “Gen X” targets, ultimately encouraging visitation to Texas. Advertiser Solution: To drive high impact awareness while showcasing Texas highlights, AdTheorent’s Studio A\T created two custom 360° Rich Media gyrosphere units (one designed for each of the Gen X and Millennial audiences). The purpose of the creative was to highlight passion points for each audience and entice travelers to learn more about Travel Texas. To identify the target audience of people interested in activities taking place in Texas and to inform targeting, AdTheorent utilized a custom Audience Builder capability. AdTheorent’s Audience Builder leveraged elegant live-poll ad units to identify a deterministic

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