IntentIQ’s post-cookie replace ID test reveals promise
By Michael Bürgi • July 9, 2024 •
Ivy Liu
Within the apparently never-ending saga around cookies’ legitimate sunsetting from digital marketing, extra corporations are coming into the fray to be ready to get a foothold among those procuring for cookie replacements.
One identification option firm these days generated some sure results with a media company. IntentIQ veteran an ability that blended cookie-essentially based and cookie-much less choices in a partnership with self sustaining corpulent-carrier company Alive to Media for a campaign achieved for an education client (which both corporations declined to establish).
The campaign used to be achieved over the direction of two months with Intent IQ’s IIQ identifier, and the steps included onboarding advertiser first-celebration files, constructing both cookie- and cookie-much less-essentially based test out-alike audiences, activating audiences on the client’s most neatly-preferred DSP and entire-funnel attribution sooner or later of all gadgets (Android and iOS), with an emphasis on cookie-much less environments.
The implications for the cookie-essentially based phase of the campaign generated the results one would predict, outlined Fabrice Beer-Gabel, IntentIQ’s vp of blueprint and partnerships. But the cookie-much less effort — achieved sooner or later of Safari browsers and iOS — generated a 77% magnify above the targets for the education client, which used to be procuring for lead know-how to feed a practicing program. That magnify of 77% in new leads from iOS or Safari customers helped to lower the campaign’s mark per lead by 71% in comparison to previous flights.
“We want to gaze that ‘golden triangle’ of accuracy, scale and interoperability,” acknowledged Beer-Gabel. “All of this wants to be privateness get, obviously … scale is a prerequisite if that it’s essential to to prospect with an audience. Oftentimes scale and accuracy work in opposition to every other. You are going to be ready to head high scale and low accuracy — that’s pretty straightforward. But if that it’s essential to to dawdle high scale and high accuracy, you’re extra or much less crossing the desolate tract. And then interoperability is how essential job change is implied here for an advertiser. On yarn of if I in actuality wish to revamp my my entire stack and my entire workflow, it’s very onerous to deploy.”
Shukmei Wong, svp of omnichannel media at Alive to Media, acknowledged she knew staunch a cookie-essentially based programmatic aquire wasn’t going to be sufficient to unearth new audiences for the education client — which is why the company used to be attracted to working the campaign the utilization of IntentIQ’s IIQ identifier.
“After we started the campaign, we at the moment saw the amount coming in,” acknowledged Wong. “To stage plight — we knew that going into a leer-alike programmatic campaign, we know that replace platforms aloof count carefully on cookie inventory, so we knew that the missing piece used to be in actuality seeking the missing audience that we have got to grow the scale. That’s one clarification why we wished to test IIQ for the cookie-much less audience, to receive the incremental leads.”
By hook or by crook, added Wong, the largest surprise of the trouble used to be the low cost in mark per lead. “We weren’t looking ahead to to peek a 71% lower in CPL,” she acknowledged, noting that future uses for IIQ would prepare to finance and e-commerce customers.
Other media companies attempting to therapy the challenges presented by cookie deprecation look price in sorting out out new ways to receive the desired results.
“Tomorrow’s cookie-free conversion scoot will be managed and modeled — it’s staunch going to take adoption of new methodologies,” acknowledged Marilois Snowman, partner and CEO of self sustaining media company Mediastruction. “Provided that Google will at closing deprecate its cookies and provided that the authorities is getting all in favour of audience tracking, I’m happy to peek extra case reports of cookie-much less choices gaining traction. The enhancements cited [by IntentIQ] are spectacular pondering the challenges with iOS and Safari environments. The integration of first-celebration files is a convincing lever that may maybe improve campaign results, no topic the ID solution, and I ponder we’ll look extra of that tactic.”
Snowman also renowned that going the iOS route is on the entire a constructed-in mark saver. “We’ve considered an efficient media-procuring for hack by paying lower CPMs on non-cookie inventory (within Apple inventory) to lower CAC,” Snowman added.
Mediastruction has its include intention-as-a-carrier product, FutureSight, which delivers media attribution that’s also now not dependent on cookies. “We screen spectacular results for media channels that include never been dependent on cookies,” Snowman outlined, “esteem contextual targeting and even analog media esteem out of home, terrestrial radio or linear TV.”
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