London – May 16 2022 – Ad targeting via third-party cookies is currently impossible on Safari and Firefox browsers, which account for 40% of browsing today. Because of this, the value of publishers’ inventory on these sites is significantly decreased, while advertisers face the challenge of reaching their audiences effectively. These issues will only increase in 2023, when Google plans to also stop supporting third-party cookies in Chrome.
In anticipation of this new era of digital advertising, Prisma Media Solutions, Adot and Smart SSP wanted to test the value of ID5 ID, the next generation universal identifier that does not rely on third-party cookies. To do this, Adot called on Blue 449 Agency and their client Bouygues Telecom, one of the largest Internet Service Providers and mobile operators in France.
To understand the impact the ID5 ID would have on reach, an A/B test was implemented: two identical campaigns were run simultaneously for a month on Prisma Media Solutions’ inventory in March 2022, with the only differing factor being the data segments; one of which was based on the ID5 ID, and the other on third-party cookies. Smart’s technology enabled it to identify and flag the users attached to an ID5 ID, and to target them as an alternative without relying on third-party cookies.
A/B testing results confirm the effectiveness of ID5 ID in maximizing the value of publisher inventory and helping advertisers increase their reach at scale in cookie-free environments, while maintaining the same media budget. The running of the campaign through ID5 on Safari and Firefox environments generated an additional audience equivalent to +23 points of coverage.
This test and learn strategy, which aims to enrich Prisma Media Solution’s digital offering, has been the key to its success for years. With these results, the Sales House is ahead of market trends in order to offer high value-added inventories to its clients.
In the short term, this allows Prisma to offer its clients the potential to reach Internet users who are under-exposed to digital advertising (those who browse with Safari or Firefox). In the long term, it will be able to offer a real alternative to the third-party cookie in Chrome.
Smart is the leading independent adtech platform built to serve the interests of both buyers and publishers. Smart’s fully transparent platform and shared-interest business approach enables brands and premium publishers to get their fair share of ad value at every opportunity, on their terms. Brands can achieve greater efficiency through their advertising spend, and publishers can act with certainty and have the control they need to provide the right blend of transaction models, channels, formats, and audience data to deliver true value path optimization to brands.
Smart works directly with hundreds of buyers and more than 1,000 publishers worldwide including Meredith, Insider, The Guardian, Cafe Media, Groupe Marie Claire, Le Figaro, Altice, and PlutoTV to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. The company operates 12 offices worldwide and leads the charge in building a transparent ecosystem based on quality.
About Prisma Media & Prisma Media Solutions:
Prisma Media is the leading media group on audiences in France for press magazine, online video and daily digital audiences*. With its famous brands known from all French audiences (Femme Actuelle, Gala, Voici, Capital, GEO, Harvard Business Review, Téléloisirs, Cuisine Actuelle…), Prisma Media reach more than 40 million people each month**.
Prisma Media’s ambition is to make French people’s lives more beautiful. To do so, Prisma Media’s teams are in constant development of their brands based on marketing insight and audience’s listening. They also look for new business opportunities in developing sectors to remain a leading media company.
Prisma Media Solutions is the advertising team of Prisma Media group. They support their clients at every step of their communication strategies from the definition of business objectives to the implementation of advertising campaigns with the ambition of finding the best answer each time. Their mindset is to offer a tailored and effective service. Prisma Media Solutions is highly implicated in CSR to reduce pollution in advertising and make the advertising market more responsible.
Prisma Media Solutions, « Commitment makes the difference »
*source : Médiamétrie décembre 2021
**source : ACPM One Next global 2022 S1
Adot is the only cross-device marketing suite that supports brands across the entire customer journey, from customer identification and analysis to media activation. Adot is a Veepee|ad company, the retail media solution of Veepee, and currently has over 100 employees. Adot is headed by Thomas Kouck, CEO Veepee|ad & Adot.
ID5 was created to improve online advertising for consumers, media owners and advertisers, with the ultimate goal to help publishers grow sustainable revenue. ID5 provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure. Its solution improves user recognition and match rates and provides a stable, consented and encrypted user ID to replace third-party cookies and MAIDs. This enables publishers to better monetize their audiences, advertisers to run effective and measurable campaigns, and platforms to maximize the value of data and inventory for their customers. Created in 2017 by seasoned ad tech professionals, ID5 services clients globally. For more information about ID5 and its solutions, please visit: www.id5.io