Using IRI Lift™, which is driven by IRI’s best-in-class methodology and integrated data assets, IRI was able to produce granular reads on the campaign by publisher, with results available within weeks and continuing weekly throughout the campaign. IRI’s optimization engine identified a trend (poor performance for programmatic) early in the campaign so reallocated impressions away from programmatic and other poor performers toward top-performing publishers and measured the potential upside for the campaign.