PHD Denmark and Audi are heralding their success in engaging consumers in a “largely cookie-less environment” by working with Semasio, an ad-tech firm that blends contextual and audience targeting.<\/p>\n
Using counterintuitive methods compared to traditional digital marketing, the test campaign still achieved desirable results, offering a positive sign to other companies ahead of third-party cookie deprecation.<\/p>\n
The campaign looked at media consumption and demographic data to identify most likely buyers while forming an ‘exclusion list’ of least likely buyers. With equal spend across targeting approaches, 70% of conversions came from the audience and contextual exclusion strategies.<\/p>\n
Frederik Meincke, PHD Denmark’s digital innovations director commented: “This was somewhat of a surprise to us, and it shows the power of taking a different approach to targeting by specifying what you don’t want instead of specifying what you do want.”<\/p>\n
A second effort centred on applying Audi’s first-party data to focus on likely buyers through an Audience Extension tool. First-party audiences were also projected onto different websites and pages where converters were greatly overrepresented. The two phases of the follow-up campaign reduced Audi’s effective cost per acquisition by 59% and 81%, respectively.<\/p>\n
According to estimates, Google plans to phase out third-party cookies in Chrome, a browser that controls about 60% of the market. Last week, Google said it would delay cookie deprecation until 2023. However, PHD and other players across the marketing industry are still preparing themselves for the upending of a bedrock online ad-targeting tool.<\/p>\n","protected":false},"excerpt":{"rendered":"
PHD Denmark and Audi are heralding their success in engaging consumers in a “largely cookie-less environment” by working with Semasio, an ad-tech firm that blends contextual and audience targeting. Using counterintuitive methods compared to traditional digital marketing, the test campaign still achieved desirable results, offering a positive sign to other companies ahead of third-party cookie […]<\/p>\n","protected":false},"author":100036,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[57,58,59,12],"class_list":["post-254","post","type-post","status-publish","format-standard","hentry","category-news","tag-audi","tag-cookie-less","tag-phd-denmark","tag-phd-emea"],"acf":[],"yoast_head":"\n