When cannabis was legalized in Canada, it was a race to acquire customers and build brand loyalty. To stand out in a cluttered market, Haven St. Premium Cannabis partnered with Pelmorex Group to build a custom cannabis DSP, which delivered brand ads and later retargeted those people with brand health surveys to ID who was interested in purchasing from Haven St. The surveys analyzed both the consumer attributes and the context in which they were served, such as location and frequency. The team then took those measures and created a loop of real-time feedback that informed the next ad retargeting phase. The system continued to gather data and gain intelligence, eventually driving a 44% lift in consideration among cannabis users by the end of the campaign.