The Proof is in the Pudding: cookieless strategies are driving results for brands

Today, nearly 30% of global online traffic is unaddressable thanks to cookieless browsers including Safari and Firefox. This number is set to rise once Google deprecates third-party cookies in 2024. While the shift away from third-party cookies gives people more control over how their data is used online, it also presents challenges for the entire industry. Advertisers are facing difficulties in reaching their audiences and delivering campaign objectives successfully.

To address these challenges, ID5 has created tools and identifiers that advertisers, as well as both publishers and platforms, can use to recognise users and deliver campaign objectives across different types of devices. This enables companies to receive and share first-party user IDs with their monetisation partners in a privacy-compliant way.

Here are some examples from different international markets showing how the solution provides value to brands.
 

Global

With almost 30% of global traffic currently unaddressable due to restrictions on third-party cookies in Safari, Firefox, and Edge, it has become difficult for advertisers to execute campaign strategies such as retargeting and customer prospecting in these browsers. Various alternative ID solutions have emerged to enable brands to effectively reach cookieless traffic and maximise their advertising investment today while helping them prepare for the cookie-free era of digital advertising.

IBM realised the value that alternative IDs provide when it comes to reaching their audiences efficiently and at scale and measuring campaign performance across all browsers. At the same time, the company wanted to find a partner that offers privacy-by-design and encryption mechanisms that respect and enforce users’ privacy preferences.

With this goal in mind, IBM partnered with ID5 and MediaMath to execute a proof of concept campaign in the US across desktop, Android, and Apple iOS devices, leveraging the ID5 ID to recognise B2B Safari users and the DSP MediaMath to retarget them.

By leveraging the ID5 and MediaMath server-side integration, IBM was able to reach and retarget 1.4 million B2B users in Safari and benefit from more competitive CPMs while honouring the users’ privacy choices. Therefore, IBM maximised its campaign budget as the average CPM was 21% lower across Apple iOS users compared to the average CPM across Android devices.
 

United Kingdom

Nearly 50% of UK traffic is currently unaddressable due to restrictions on third-party cookies in Safari, Firefox, and Edge, combined with more stringent data privacy regulations. Advertisers and their tech partners are urgently seeking solutions that can enable them to reach their audiences across devices in a privacy-compliant way today.

For this reason, Amobee, partnered with ID5 to leverage the consent-based identification and cross-device capabilities of ID5’s IdentityCloud, enabling clients to effectively reach their target audience with relevant messages across their devices, no matter the browser they use, while ensuring compliance with the GDPR.

As a result of the partnership between ID5 and Amobee, Gusbourne was able to reach its target audience effectively, and increase conversions at a more competitive price. Furthermore, Gusbourne met its target of increasing overall sales which allowed it to activate additional campaigns. More specifically, Gusbourne expanded its reach by 76% and achieved a conversion rate of 95% while reducing CPA by 23%

*CPMs in cookieless browsers are up to 50% lower than in Chrome, given that buyers are not willing to invest much on unaddressable cookieless traffic. Advertisers leveraging identity resolutions, such as ID5, can effectively address Safari users while benefiting from lower CPMs than Chrome due to the lack of competition. At the same time, publishers see their average Safari or Firefox CPM increase, as various case studies have demonstrated, since their traffic becomes addressable and, therefore, more attractive for buyers.