The end of third-party cookies is near, so brands must get ahead of the curve and test identity solutions that preserve addressability and data connectivity today. Third-party data was core to this leading financial brand’s marketing strategy. They relied on it to achieve a panoramic view of unknown and known consumers for targeting purposes and persona-building.
The brand reached out to Lotame, MediaMath and Carat, its agency, to test cookieless targeting in Latin America. It wanted to find out if its carefully crafted personas would still engage audiences in a post-cookie world.
The financial brand wanted to test the viability of third-party audience data in a cookieless environment. Andres Castillo, the regional client lead for Carat, noted that the rapidly approaching cookieless world had pushed the agency to prepare. There are a lot of changes forthcoming thanks to the Open Web.
Those changes present both opportunities and challenges. Carat collaborated with Lotame, which opened the door to the ability to control message frequency, cost-efficiency and audience connections.
Carat worked with Lotame to build audiences that reflected the brand’s carefully crafted personas. Lotame’s high-quality third-party data turned the brand’s personas into targetable audiences. Cookieless and cookie segments were created using the same travel intent and age parameters. MediaMath used both segment sets for optimization and activation.
Cookieless targeting in Latin America worked exceptionally well, outperforming cookie campaigns in all browsers. MediaMath and Lotame demonstrated that third-party audience targeting in a cookieless environment is viable and offers greater reach and efficiency.
Some of the results included a:
Cookieless targeting proved more cost-effective, even though the effective cost per mille (eCPM) was more expensive on Panorama ID™. The cookieless strategy was more productive and efficient at reaching unique individuals. Because of Panorama ID™, the brand reached 44% more unique individuals.
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