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[Case Study] Banana Boat Future Proofs Data Targeting and Scale in Cookieless World

The rise of the cookieless environment shows that it sometimes takes a village to future-proof addressability. Banana Boat, a sunscreen brand, has historically relied on programmatic advertising to reach its audience. Seeing the loss of third-party cookies on the horizon, the brand partnered with two advertising agencies to find future-proof addressability options across all browser environments. One of those agencies, Xaxis Miami, brought in Lotame and other partners, showing what an industry-wide collaboration can do.

The Challenge

With the loss of third-party cookies fast approaching, Banana Boat needed to find a way to scale programmatic audience targeting and prove performance in cookieless marketing environments.

The Solution

For its first cookieless targeting video campaign, the agency Banana Boat partnered with turned to Lotame, using Panorama ID™ and Data Exchange.

“It’s been an amazing opportunity to work together with Lotame, Xaxis and PubMatic, proving that cookieless solutions can deliver excellent results as the ones obtained for Banana Boat using Xandr’s Invest DSP.” — Patrick Casal Senior Director LATAM, Xandr 

The Results 

Banana Boat found that cookieless targeting not only worked but delivered increased scale across all browsers, cookie-restricted and cookie-permitting. 

During the campaign, the brand saw the following results:

  • 94% video completion rate (VCR) in Firefox and Safari cookieless environments, compared to 84% for cookie-permitting environments.
  • 12% increase in VCR in cookie-restricted environments.
  • Higher view-through rates (VTR) in cookie-restricted environments.

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