Before they begin a campaign, advertisers obviously would like to know if an ad appeals to the targeted user type.

I asked CEO and co-founder Chris Kelly: Why has it taken so long?

Good question, he replied, adding that it s partly because research tech is about five years behind ad tech.

Incentives to answer the survey could include access to the rest of a teased article, an otherwise unavailable short video or other locked content.

Now, Kelly says, they can utilize Segment Surveys to show an ungated invitation to take an online survey that accesses locked content, but the surveys are offered only to those visitors at participating publishers sites who have actually visited a Subaru site.

Here s a dashboard screen for Segment Surveys:

The key idea, Kelly pointed out, is that the brand s market researcher and advertiser will interact with the same audience slice, from the same data management platform DMP .

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