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[Case Study] Marcus Thomas Addressing First- and Third-Party Data in Cookieless Browsers

The future is cookieless. Both Google and Apple have announced changes that make cookies considerably less valuable. Still, while cookies may soon be a thing of the past, marketers have options for making the most of first-party data as well as third-party data. Marcus Thomas, LLC has found a way to capitalize on first- and third-party data in a cookieless environment, all without email. Take a look at what they did.

The Challenge

Marcus Thomas is a creative agency that doesn’t shy away from a challenge. The agency works within the highly regulated pharma marketing industry and is successfully navigating the difficulties of operating in the absence of cookies and third-party data. 

For one of its clients, Marcus Thomas aimed to create valuable and memorable consumer experiences, in a privacy-first way, at scale and in a cookieless world. The agency wanted to test third-party and first-party data’s performance and viability in cookieless environments without email authentication. 

The Solution

When launching this identity campaign, Marcus Thomas turned to Lotame. It wanted proven identity technology and access to high-quality, niche market audiences to create a privacy-first campaign model. 

The Results

The two cookieless campaigns exceeded addressability expectations and other performance metrics. Panorama ID™ reached more of the target audience than cookies. Both tests had better than or on-par performance with cookies regarding click-through rates (CTR). The tests also delivered more clicks than cookies.  Fill out to form below to dig deeper into the results and read the full case study. 

Maximize Every Impression With Panorama ID™

Increase cookieless addressability with Lotame Panorama ID™, the only privacy-first, people-based universal ID that you can use across the global open web for attribution and audience targeting. The ID gives you a single view of anonymous and known users and links first-, second- and third-party data to an interoperable ID without relying on third-party cookies. Request a demo today to see how it works.