MTM has been a key partner of Channel 4’s for digital ad effectiveness research for some years; in 2014 we demonstrated the additional benefit delivered by All 4 ads for their advertisers, when the ads are demographically targeted using All 4 first party data (compared to untargeted All 4 ads).  Our study provided a robust assessment of several campaigns across different market categories and target audiences. This research supported Channel 4 in smashing sales targets for the first year of demo targeting, which has continued to grow rapidly ever since.