Why Adform: As long standing DSP customers, Vodafone benefited from a close working relationship with Adform. This part- nership led to continuous refinement and optimization of campaigns to obtain the best value and fully explore new data-driven targeting strategies. Challenges: Vodafone Romania wanted to promote their enterprise solution by targeting more relevant B2B prospects via the Adform DSP. Their previous strategy involved targeting a specific domain list of business publications, using third-party data providers, and employing remarketing strategies. Solution: In order to target more relevant audiences, Vodafone Romania implemented a targeting strategy based on look-a- like modelling. The process worked by taking first-party data from the Vodafone website, and then using the

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