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GUIDE 3 Tips for Cookieless Activation

3 Tips for Cookieless Activation

Many advertisers today are missing the opportunity to reach over 50% of their audience because of their reliance on third-party cookies. This is having many downstream effects, not only on campaign performance but also on the future of the open web.

Building and adopting a cookieless strategy is essential. Here are 3 steps to future-proof your programmatic campaigns to ensure you reach your audience and drive measurable outcomes across the open web.

Here’s how to get started now:

  1. Assess your readiness: Look at how audience data signal loss is already affecting your ability to advertise effectively, specifically how many (or little) impressions you are delivering programmatically in browsers like Safari and Firefox today. Here are some useful questions to ask: What portion of your audience uses browsers that don’t support cookies today? How much does it cost you to acquire new customers in Safari and Firefox?

  2. Leverage all data signals and activate AI: When evaluating your partners, ensure that you are not reliant on stale, third-party data or a single ID (like a cookie). Look for partners that use a multi-signal approach and use contextual, first-party, and cohort data. Ensure that they are using AI to turn this data into predictive models that can find your next customer.

  3. Measure the impact: Take a crawl-walk-run approach and start to run cookieless campaigns. We recommend allocating at least 10% of your budget for cookieless – to start. Make sure that your ad server is set up correctly to measure modeled conversions. Take your time: you’ll need 8 weeks before you can truly evaluate the success of your campaign. Immediate results are rare. By comparing spend, impressions, uniques, clicks and conversions with and without cookies, you can gain insight into performance and optimize campaigns to maximize results.

    If you want to learn more and get started, we are ready to help.

    Quantcast solves the addressability gap

    Since mid-2021, Quantcast has offered innovative, multi-signal solutions for activation and measurement in cookieless environments. Having supported 900+ advertisers in running over 6,000 campaigns globally, we are well-positioned to guide marketers into the cookieless world of advertising. Our unique platform, named a “next-generation DSP 2.0” in Forrester’s TEI Study, delivers a 44% increase in customer conversions.

Cookieless Success Stories

Read about successful cookieless activations from some of our clients below.

Sky Mobile Header Image

Sky Mobile, the UK’s largest pay-TV broadcaster and telecommunications company, found that advertising in cookieless environments not only drove a 120% increase in traffic to the website but also delivered 3.4x incremental mobile conversions. Due to the less competitive nature of cookieless inventory on the open exchanges, this was achieved at a 59% lower cost per visit.

“Quantcast’s cookieless solution is transforming the digital ecosystem. Quantcast is delivering both sides of the equation – business results with incremental audience reach and incremental sales whilst putting consumer privacy at the heart of the technology.” -Jack Lynch, Senior Associate Director, Data & Tech Stategist, Mediacom

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Container Store Header

The Container Store, the leading US retailer of organizing solutions, was able to reach previously untapped audiences, resulting in 37% more purchases, 1.43x higher return on investment (ROI), and 4.2x more efficient CPSV.

“With these campaigns, the ability to find net-new customers efficiently and cost-effectively exceeded our expectations.” -Mariana Andersen Diaz, Client Strategy Director, PMG

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Singapore Airlines Featured Image

Singapore Airlines, the world’s most awarded airline, saw remarkable sales and efficiency gains, driving 40% more conversions, 2.5x better ROAS, and 28% more revenue in cookieless environments.

“Only 1% of the European travel audience is in-market for Singapore Airlines flights, making it difficult to reach this niche audience. With Quantcast’s cookieless solution, we’re able to more efficiently reach our most valuable audience in previously untapped environments such as Safari, resulting in increased booking volumes and better return on investment.” -Rolf Thomke, Regional Manager eCommerce and Digital Marketing, Europe

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