Nissan began by significantly boosting its earned media by amplifying through Outbrain’s network of sponsored links. Thanks to the reach (over half a billion unique users globally), Outbrain was able to guarantee Nissan the scale to reach a highly qualified audience. Outbrain’s technology allowed Nissan to easily create and qualify an engaged audience, thanks to algorithms based on contextuality, popularity, temporality, behavior, pricing, geography, and device type. Then, to optimize conversion and retargeting, the audience that was exposed to the positive reviews were retargeted to visit Nissan ́s website to book a test drive. This was implemented through the integration of an App Nexus tracking pixel provided by OMD.