Case Study

A first-party data strategy enabled a leading EU publisher to command 28% higher CPMs from advertisers

28%

increase in average CPM value

The Results

A FIRST-PARTY DATA STRATEGY INCREASED THE AVERAGE CPM BY 28%

The unification of online and offline customer data, including consent, enabled the addressability of customers cross-device and in their channel of choice – improving ad targeting. As part of the unification process, third-party cookies were replaced with Zeotap’s own Universal ID (ID+), future-proofing addressability in a post cookie-less world. The automatic segmentation of subscriber attributes improved time-to-market by a minimum of 48 hours, replacing a labour-intensive manual process. The end result was a single view of +25m customers, which increased the average CPM by 28%.

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"Based on my experience, I can honestly say Zeotap’s platform is without equal. Brands can happily jettison a complex and inefficient patchwork of point solutions in favour of their unified stack for all data-related activities."

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"Zeotap is a strategic partner of Google Cloud in EMEA, driving additional value and improved experience for our customers with GCP. We realise that leveraging first-party data to drive digital transformation and omni-channel personalisation is top of mind for retailers - while also ensuring the best-possible privacy and security. We believe Zeotap - with its roots in Germany - is an expert and reliable partner to help navigate the first-party data opportunity."