Samsung completes successful cookieless targeting pilot
Partnered with Zeotap, Publicis, Index Exchange and El Confidencial to test addressability ahead of third-party cookie deprecation
Samsung, the multinational electronics corporation, has announced the successful completion of its first cookieless targeting pilots, delivered by Starcom and ERIS – Publicis Groupe’s DataMarketing unit. The pilot was powered by ID+, the Universal Identifier from Zeotap, through Supply-Side Platform (SSP) Index Exchange in a campaign run on El Confidencial, the Spanish publisher.
The campaign targeted Spanish consumers with the objective of proving technical feasibility ahead of Google Chrome’s deprecation of third-party cookies in late 2023. Running over two weeks at the beginning of 2022, the campaign achieved over 72,000 impressions.
The campaign was enabled by Zeotap’s ID+, a global universal ID solution that is identifier-agnostic and enables advertisers and publishers to resolve identities at scale in a cookieless, privacy-first world. It is built on top of the world’s largest deterministic identity graph, baking compliance into every ID+ record to deliver reach without reliance on cookies or mobile ad IDs (MAIDs).
“We’re seeing more and more market-leaders tackling the prospect of the cookieless future head-on as the clock counts down to 2023,” said Florian Lichtwald, Chief Business Officer and Managing Director at Zeotap. “We’re excited to see so many partners coming together and finding success in using the ‘rails’ that we’ve built using ID+ to connect the ecosystem for a new era.”
“While the deprecation of third-party cookies within all the main browsers is making its way, it’s important for media owners and marketers to get prepared and start running proof of concepts. This first test set a great benchmark on how the Spanish ecosystem should look at the post-cookie era.” said Mario Torija, Managing Director Spain at Index Exchange. “We’re thrilled to support global partners like Samsung in their preparation for the deprecation of third-party cookies and we’re looking forward to the next steps and scaling these initiatives even further within the next few months.”
“The test was carried out in the month of December where direct sales in El Confidencial occupy more than 70% of the inventory. The deal was done through the IndexExchange SSP, which we incorporated in the same month of December in our header bidding, and also incorporating the data segment through Zeota’s ID+” – shares Diana Moyano, Head of AdOps and Programmatic at El Confidencial. “This campaign competed in our adsever with the rest of the campaigns of “Price Prio” (price priority), that is, we can say that the scenario was not the most optimal for a test, but the final result was a matching of 72.000 impressions.”
Zeotap creates unity between data and privacy to power personal and trusted customer experiences. At its heart is Zeotap CDP, the next-generation Customer Data Platform that empowers marketing and data teams to collect, unify, segment and activate customer data while putting privacy and compliance front-and-centre. Complemented by Zeotap Fuel, a data asset designed to deliver quality without compromising on data privacy, Zeotap also offers ID+, a universal marketing ID. Recognised by Gartner as a “Cool Vendor” and G2 Crowd as a CDP Momentum Leader, Zeotap works with market-leading brands including P&G, Audi and Virgin Media. For more information visit www.zeotap.com.
About El Confidencial
El Confidencial was founded in 2001 under the pretext of contributing to a free and better informed society, which is why it has a totally independent editorial line. Thanks to this quality, it has managed to consolidate itself as one of the three most important newspapers in Spain by its influence, being the media that has marked the political and economic agenda of this country in recent years with publications such as The Panama Papers, Falciani List or the fall of Banco Popular, among others. Every day it accompanies, informs and inspires more than three million people who look to the newspaper for accurate information, differential content and guidelines for analysing current affairs from the more than 190 professionals who make up its staff.
About Starcom Worldwide
We are the Human Experience Company. A globally recognized media agency. We firmly believe that the union of people and technology can create human experiences capable of provoking the actions that brands need. With more than 7,000 employees around the world, Starcom’s clients include leading global companies and successful start-up brands such as Bank of America, Best Buy, Coca-Cola, Kellogg Company, KraftHeinz, Novartis, P&G, Samsung and Visa, among others. Starcom is part of Publicis Media, a key division of Publicis Groupe [Euronext Paris FR0000130577, CAC40], one of the world’s leading communications groups.
About Index Exchange
Index Exchange is a global advertising marketplace enabling media owners to grow revenue by helping marketers reach consumers on any screen, through any format. Headquartered in Toronto, we have nearly 20 years of experience accelerating the evolution of ad technology for the world’s leading experience makers. To learn more, visit www.indexexchange.com or @indexexchange.