Jellyfish, a 360-degree digital marketing partner, is helping its clients to find cookieless marketing solutions that drive better performance than third-party cookies. As part of its work, Jellyfish helped one of its clients, a key multinational European retailer, to implement Google’s Display & Video 360’s Publisher Advertiser Identity Reconciliation (PAIR) to explore the latest in continuing to connect with customers while respecting their security and privacy.
Implementing PAIR
On the advice of Jellyfish France, who support the retailer across all of its programmatic strategies and activations, the retailer sought to leverage PAIR to continue engaging, personalised experiences with its customers using its own first-party data. This would help the retailer to connect with the most relevant audiences, maximising the return on investment of its marketing campaigns. Jellyfish’s deep experience with Display & Video 360, LiveRamp’s data collaboration platform, and online publishers including Prisma Media Solutions and MediaFigaro made it an ideal partner to help implement PAIR in partnership with these stakeholders.
The team opted for PAIR powered by LiveRamp’s Authenticated Traffic Solution (ATS) to help securely and privately reconcile its first-party data with publishers’, and better reach audiences, without using third-party cookies.
Jellyfish and the retailer were able to plan, activate, and measure audience-driven advertising by tapping into first-party data. Using PAIR, Jellyfish and the retailer personalised the customer experience with relevant ads without sharing user data, or sensitive identifiers, with publishers.
Reaping the rewards and building for the future
In its first campaign, which also marked the first European campaign for PAIR, the retailer met its high standards for frequency capping, brand safety, and viewability, delivering cookieless impressions through Display & Video 360, via PAIR – including half of its campaign spend on browsers that are already cookieless, including Safari, Firefox, and Edge.
Among other key metrics, 34% of the PAIR campaign impressions were delivered on Safari, indicating:
- Improved ability to reach new, relevant audiences leveraging first-party data in currently unaddressable environments like cookieless browsers
- PAIR enables more efficient marketing for the retailer, which benefits from increased reach to relevant audiences
“As third-party cookies become increasingly scarce, leveraging first-party data from brands and publishers is more essential than ever for creating personalised and effective advertising experiences while enhancing user privacy.
In collaboration with LiveRamp, the initial results are extremely promising, proving that it’s possible to sustain data-driven marketing while also boosting publisher monetisation. We are eager to continue building the digital maturity curve of our clients in a privacy-first world.” explains Thomas Allemand, VP Adtech & Supply at Jellyfish
To find out more about PAIR, contact us today at [email protected] and [email protected]