The digital advertising landscape is constantly evolving. One of the most significant challenges recently has been Google's plan to phase out support for third-party cookies in its Chrome browser by 2024. Added to this is the fact that Safari and Firefox have already defaulted to blocking these cookies, which puts pressure on digital advertising professionals to develop alternative methods for measuring and targeting advertising campaigns to audiences in the future.
Relevant Digital has actively tested alternative methods for ad targeting and evaluated their effectiveness. In this text, we share insights into how the adoption of shared identifiers (Shared IDs) can lead to significant results in ad targeting.
Significant results with ID-based audiences
By working with Relevant Digital’s partner ID5’s universal ID technology in combination with Piano’s DMP (Data Management Platform)—which provides essential real-time data and segmentation— it was made possible to collect data utilizing universal IDs and generate reliable audience segments without having to rely on 3rd-party cookies. ID5's solution is privacy-by-design and systematically requires user consent to create and send an ID.
In collaboration with Piano, Adform, and Matterkind, Relevant Digital A/B tested ID5’s universal ID on various sites in Safari and Firefox and exported the segments to Adform’s DSP. When using ID5-powered segments for targeting, the share of impressions and reach in Safari increased by over 100 percent in mobile and desktop environments. On the publisher side, there was a 7 percent uplift in bid eCPMs (ad revenue generated per 1,000 ad impressions) in Safari and Firefox.
Using segments created with the ID5 ID performed better even in Chrome, increasing impressions by 26 percent on mobile and 36 percent on desktop. These percentages are set to jump in 2024, when cookies will be blocked in Chrome. Find out more about Relevant Digital’s success working with Piano & ID5 in this case study.
Relevant Digital's service offering includes the resale of advertising technologies, online advertising consulting and support services, as well as the Relevant Yield platform designed for publishers. This innovative solution allows publishers to optimise the sales processes and revenues of digital advertising. The Relevant Yield HB Manager supports the use of shared identifiers, enabling a seamless implementation and utilisation for publishers. If you would like to read more about the HB Manager, you can find additional information here or inquire further by contacting us.
More information:
Relevant Digital: Olli Järvilehto, olli.jarvilehto(a)relevant-digital.com, +358 44 378 8037.