TECHNOLOGY

IntentIQ’s put up-cookie different ID take a look at reveals promise

By Michael Bürgi  •  July 9, 2024  •

Ivy Liu

Within the seemingly never-ending saga round cookies’ respectable sunsetting from digital promoting, more companies are entering the fray so to stable a foothold among these shopping for cookie replacements.

One identity option company no longer too lengthy in the past generated some particular outcomes with a media agency. IntentIQ frail an capability that blended cookie-based utterly and cookie-much less alternate choices in a partnership with fair elephantine-provider agency Fervent Media for a marketing campaign executed for an education client (which both companies declined to title).

The promoting campaign became executed over the course of two months with Intent IQ’s IIQ identifier, and the steps included onboarding advertiser first-event recordsdata, constructing both cookie- and cookie-much less-based utterly leer-alike audiences, activating audiences on the customer’s most smartly-appreciated DSP and whole-funnel attribution all the easiest device thru all devices (Android and iOS), with an emphasis on cookie-much less environments.

The implications for the cookie-based utterly phase of the marketing campaign generated the outcomes one would quiz, explained Fabrice Beer-Gabel, IntentIQ’s vp of approach and partnerships. Nonetheless the cookie-much less effort — executed all the easiest device thru Safari browsers and iOS — generated a 77% amplify above the targets for the education client, which became shopping for lead abilities to feed a practicing program. That amplify of 77% in new leads from iOS or Safari customers helped to lower the marketing campaign’s price per lead by 71% compared with old flights.

“We must leer for that ‘golden triangle’ of accuracy, scale and interoperability,” said Beer-Gabel. “All of this needs to be privacy stable, clearly … scale is a prerequisite whenever you’d devour to prospect with an viewers. Oftentimes scale and accuracy work against every other. You might perchance also rush high scale and low accuracy — that’s dazzling straightforward. Nonetheless whenever you’d devour to switch high scale and high accuracy, you’re roughly crossing the barren region. After which interoperability is how grand course of substitute is implied right here for an advertiser. Because if I in truth indulge in to revamp my my whole stack and my whole workflow, it’s very hard to deploy.”

Shukmei Wong, svp of omnichannel media at Fervent Media, said she knew trusty a cookie-based utterly programmatic salvage wasn’t going to be ample to unearth new audiences for the education client — which is why the agency became attracted to running the marketing campaign using IntentIQ’s IIQ identifier.

“After we began the marketing campaign, we straight noticed the amount coming in,” said Wong. “To stage role — we knew that going real into a leer-alike programmatic marketing campaign, we know that a style of platforms nonetheless rely heavily on cookie stock, so we knew that the missing fraction became in truth trying to to find the missing viewers that now we indulge in to grow the scale. That’s one reasons why we desired to take a look at IIQ for the cookie-much less viewers, to to find the incremental leads.”

In some device, added Wong, the excellent shock of the trouble became the reduction in price per lead. “We weren’t expecting to leer a 71% lower in CPL,” she said, noting that future makes utilize of for IIQ would apply to finance and e-commerce customers.

Other media companies trying to resolve the challenges presented by cookie deprecation survey tag in testing out new ways to to find the desired outcomes.

“The next day’s cookie-free conversion slump will also be managed and modeled — it’s trusty going to take adoption of most modern methodologies,” said Marilois Snowman, accomplice and CEO of fair media agency Mediastruction. “Given that Google will in a roundabout device deprecate its cookies and provided that the authorities is getting extreme about viewers monitoring, I’m joyful to leer more case research of cookie-much less alternate choices gaining traction. The improvements cited [by IntentIQ] are spectacular pondering the challenges with iOS and Safari environments. The integration of first-event recordsdata is a extremely efficient lever that might perchance perchance make stronger marketing campaign outcomes, no topic the ID resolution, and I guess we’ll survey more of that tactic.”

Snowman also famous that going the iOS route essentially is a constructed-in price saver. “We’ve considered an efficient media-shopping for hack by paying lower CPMs on non-cookie stock (internal Apple stock) to lower CAC,” Snowman added.

Mediastruction has its private machine-as-a-provider product, FutureSight, which delivers media attribution that’s also no longer reckoning on cookies. “We speak spectacular outcomes for media channels which indulge in never been reckoning on cookies,” Snowman explained, “devour contextual targeting or even analog media devour out of dwelling, terrestrial radio or linear TV.”

https://digiday.com/?p=549554

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button