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[Case Study] Amnet Triples Reach in First Probabilistic Cookieless Targeting Campaign

A leading financial brand needed to test identity solutions in other markets. It partnered with the agency Amnet for cookieless targeting campaigns to test digital advertising addressability and connectivity in the Kingdom of Saudi Arabia, one of the biggest markets in the Middle East and North Africa (MENA). In its first probabilistic cookieless targeting campaign, Amnet was able to triple reach. 

Learn more about how high-quality cookieless data increases reach, addressability and impression lift.

The Challenge

This financial brand is an innovative, trailblazing leader known for being a technology-forward company. It has historically relied on data-rich audience targeting to nurture and engage known and unknown audiences and prospects. It wanted to future-proof marketer addressability in cookie-restricted environments through the use of data-enriched audience targeting.  

The Solution

Amnet, the agency the financial brand hired, partnered with Lotame to establish a test campaign in the Kingdom of Saudi Arabia. The brand has used Lotame Panorama ID™ successfully in other markets to test high-quality cookieless data targeting. 

This was the first time Amnet performed a probabilistic identity solution test in the MENA. Many other solutions aren’t available in the area. Amnet and the financial brand created a cross-border outbound campaign for the Kingdom of Saudi Arabia. The goal was to increase awareness of the brand’s credit card perks during the summer. 

For high-quality data-enriched segments, Amnet used Lotame Data Exchange. The segments consisted of frequent shoppers and travelers who speak Arabic and English with high Herfindahl-Hirschman Index (HHI). Cookieless segments from Panorama ID™ and cookie segments were pushed to the brand’s supply-side platform (SSP) and demand-side platform (DSP) for activation.

The Results

The results were impressive. They demonstrated that cookieless targeting works better than cookies, with the brand seeing addressability in browsers that were unavailable because of cookie blocking. It also benefitted from incremental reach in Google Chrome. 

Through the test, Amnet and Lotame proved that data-enriched audience targeting works now, allowing a brand to reach more of its audience. It will also work in the future, providing privacy-first access to customers in a world without cookies. 

The results of the identity solution test were:

  • Improved lift: The campaign yielded impression lift that was three times higher across cookie-blocked browsers.
  • 13 times greater reach in Firefox: There were 10,413 impressions in Firefox with Panorama ID™ versus 772 impressions with cookies.
  • 2.5 times unlocked addressability in Safari: There were 55,503 impressions in Safari with Panorama ID™ versus 21,826 with cookies.
  • 290% more impressions in cookie-blocked browsers: There were 65,466 impressions with Panorama ID™ versus 22,598 with cookies. 
  • 13% incremental impressions in Google Chrome: There were 249,381 incremental impressions with Panorama ID™. 

Use Panorama ID™ to Make the Most of Every Impression

The cookieless future is coming. Lotame Panorama ID™ has already been adopted by some of the biggest companies in the world to maximize impressions and make the most of high-quality cookieless data. Panorama ID™ is free to use and easy to set up. You can use it across the open web for attribution and audience targeting. See how it works today.