How Relevant Digital uses Piano & ID5 to drive cookieless audience ad targeting
Founded in 2012, Finnish data exchange company Relevant Digital offers digital advertising-related technologies and services to help media companies increase their revenue on digital services. In addition to reselling advertising technologies, the commercialization and utilization of data, and online advertising support services, the company has developed its own publisher solution, Relevant Yield, to optimize and streamline the digital advertising experience of its clients.
Relevant Digital collects and segments data from over 300 publishing websites and sells it to advertisers for Demand Side Platform (DSP) targeting. However, with Google planning to end support of third-party cookies in 2024 and Safari and Firefox already blocking cookies by default, it needed to find a new way to enable its clients to measure and target audiences and maintain their ability to analyse the results of their campaigns.
By working with ID5’s universal ID technology in combination with Piano’s DMP (Data Management Platform)—which provides essential real-time data and segmentation—it was able to collect data utilizing universal IDs and generate reliable audience segments without having to rely on 3rd-party cookies.
In collaboration with Piano, Adform, and Matterkind, Relevant Digital A/B tested ID5’s universal ID on a range of sites in Safari and Firefox and exported the segments to Adform’s DSP.
When using ID5-powered segments for targeting, the share of impressions and reach in Safari increased by over 100 percent in both mobile and desktop environments. On the publisher side, there was a 7 percent uplift in bid eCPMs (ad revenue generated per 1,000 ad impressions) in Safari and Firefox.
Using segments created with the ID5 ID performed better even in Chrome, increasing impressions by 26 percent on mobile and 36 percent on desktop. These percentages are set to jump in 2024 when cookies will be blocked in Chrome.
Find out more about Relevant Digital’s success working with Piano & ID5 in this case study.