Case Study
Tire Agent drives incremental growth with Quantcast’s programmatic advertising
“Quantcast’s real-time incrementality testing and in-campaign optimizations gave us exactly what we needed—not just to prove the value of programmatic to our stakeholders, but to actively drive better performance. The insights were actionable, the impact was clear, and the results spoke for themselves.”
Kevin Parcell, Director of Marketing, Tire Agent
Overall Conversion Lift
Target iROAS
Tire Agent is a leading online tire retailer offering customers a seamless, end-to-end purchasing experience. With a wide selection of trusted tire brands and services, Tire Agent makes it easy for customers to get the right tires, fast.
Industry
Retail
Brand
Tire Agent
Product
Incrementality Test, Quantcast Advertising Platform
Challenge
Tire Agent wanted to prove the value of programmatic advertising to internal stakeholders. Previous attempts using other testing methods, like geo-based analysis, had failed to deliver actionable insights. They needed a smarter, data-driven approach to understand what was really driving conversions.
Solution
Tire Agent turned to Quantcast for its real-time incrementality testing, something other programmatic partners could not offer.
Quantcast designed a custom A/B test, comparing conversion rates between an exposed audience (who saw the ads) and a control group (who did not). This real-time experiment helped Tire Agent:
- Measure true incremental impact of campaigns
- Identify top-performing ad creative
- Optimize in-flight—not just after-the-fact
Quantcast ran a media mix campaign, combining native, video, and display ads.
Results
Optimizations based on real-time insights led to dramatic performance gains:
- 🔼 +12% Overall Conversion Lift
- 📈 +26% Lift from Native Ads
- 💰 2x Target iROAS
- 👥 Confirmed value of higher-income targeting with American Express users
Tire Agent saw zero incrementality at first, but once optimizations were implemented, results skyrocketed. Native ads proved especially powerful, prompting a budget shift away from underperforming formats.
From Insights to Optimizations:
✅ Native ads led with a 26% conversion boost — a surprise win, as Tire Agent hadn’t prioritized this format before
✅ Video + one display size performed best when used together — this combo was scaled across the campaign
✅ Removing the site visit campaign (CPSV) led to a drop in iROAS, proving it was crucial to the conversion funnel
✅ Targeting higher-income audiences via AmEx helped shift the customer base and significantly improve results
