Results
22GRADOS, an independent company in Spain, worked with Adform to use Audience Manager to activate first-party signals for stronger prospecting for a tourism advertiser. Instead of relying on broad acquisition targeting, the team used high-intent on-site behaviors to build actionable segments and scalable lookalike audiences that reached new users resembling converters, proving that intent-based audience activation can make prospecting more efficient and repeatable.
click-to-visit rate
vs 11.02% prospecting average
click-to-visit uplift
vs prospecting average
eCPA
vs prospecting average
assisted conversion rate
highest across all active line items
assisted sales ratio
highest across all active line items
Why Adform:
22GRADOS chose Adform because the platform’s Audience Manager provided a direct, practical route from first-party data to scaled prospecting activation, with measurement that could be compared clearly against standard prospecting lines. Built into the workflow, it enabled the team to build audiences from real on-site behaviors, extend them through lookalike modelling, and activate them in live programmatic buying without relying on fragmented tools or manual workarounds. This made it possible to operationalize audience intelligence, keep control of segment logic, and evaluate outcomes with consistent reporting to validate whether first-party activation should become a repeatable pillar of future RTB performance strategies.
Challenges:
22GRADOS needed to demonstrate that first-party data could improve prospecting outcomes, not only support reporting or retargeting. The requirement was to move beyond broad acquisition targeting and prove that audience signals tied to high intent could reach new users more efficiently and with clearer contribution to business outcomes. The campaign also had to create a repeatable approach, so the learnings could translate into an ongoing framework for performance activity rather than a one-off test.
Solution:
Adform and 22GRADOS structured Audience Manager around funnel-stage milestones defined as meaningful conversion signals: Search, Add to Cart, Check Out, and Thank You Page. Using Audience Manager, they built a lookalike audience anchored on users closest to conversion, with emphasis on the most advanced journey stages to reflect booking intent.
The advertiser’s high site traffic volume supported a strong UID base early in the campaign, which helped Audience Manager maintain stable scale as the audience refreshed. The team activated the Audience Manager segment as a dedicated prospecting line within the wider acquisition plan and assessed performance against other prospecting lines using consistent measurement and benchmarking. Optimization maintained audience quality at scale, allowing the Audience Manager line to operate continuously with clear measurement and a repeatable setup for future activity.
Álvaro Fraile
Director of Digital Strategy, 22GRADOS
“At 22GRADOS, we put the customer at the center by activating every opportunity with a clear business view. This project with Adform helped us prove that first-party data, when activated through Audience Manager, can become a real driver of efficiency and growth. The value was not only the technology, but how it aligned with the client’s objectives to deliver measurable results.”