Through the results obtained comparing traditionally segmented campaigns vs. Those who implemented Teads cookieless solutions, leading global brands, were able to reliably and practically verify that the effectiveness of Teads cookieless campaigns and responsible data management is a reality.
Miami, March 28, 2022, Teads, the global digital advertising platform that encompasses the world’s leading publishers, revealed the results obtained through more than 50 campaigns developed for various brands in which Teads cookieless solutions were implemented, testing the effectiveness of the platform’s innovative tools so that brands obtain equal or greater results in the new era without cookies.
During 2021 Teads developed and implemented fifty campaigns with head to head tests to compare their effectiveness without cookies, versus those segmented in a traditional way -with cookies- and thus have aggregated data that allows it to continue innovating in order to further increase its effectiveness.
Traditional Segmentation vs. Cookieless:
The analysis carried out shows that the results of cookieless campaigns are equivalent and in some cases better than the results of campaigns with cookie-based segmentation. A conclusion that has a positive impact on the digital strategies of brands, since by using the appropriate solutions they will continue to reach their audiences when third-party cookies are completely eliminated, carrying out responsible data management while safeguarding user privacy.
On average, the results of the 50 A/B tests, comparing Cookieless vs. Traditional Segmentation demonstrate parity in media metrics such as: Viewability 76.38% vs 77.36%, Click through-rate (CTR) 0.29% vs 0.30% and View-Through Rate (VTR) 76.45% vs 76.42%, confirming, once Furthermore, with Teads solutions, campaigns without third-party identifiers are just as effective as those that use cookies.
These excellent results in the KPIs of campaigns without cookies were also reflected in the brand indicators, where the Brand Lift without cookies exceeds that of traditional segmentation with an average increase of 5.14% throughout all stages of the funnel.
Innovation, Testing and preparation as keys – The “Future” is today:
Driven by constant evolution and innovation, Teads has stayed at the forefront of industry trends and changes, working with unique ID providers, collaborating with publishers using their proprietary data, and in FLoC Alpha testing prior to that Google redefined its cookie strategy.
Thus, through the development of different effective solutions for both cookieless audience targeting and contextual targeting, tested and validated by the most important global brands, Teads leads the world without cookies, promoting digital advertising that respects the privacy of users, and with proven levels of effectiveness.
In this sense, Teads has applied Machine Learning for the development of predictive audiences, where by using signal patterns without cookies, an anonymous user is associated with attributes of a known audience; as well as its Cookieless Translator, which allows you to take a custom audience and translate it into cookieless signals that represent that audience. Additionally, Teads currently offers the ability to target over 500 different contexts, derived from a true semantic understanding of the editorial page.
“We often hear it said that we are approaching “a future without cookies” and in fact, this may have been the most used phrase during 2021, however, it is necessary to understand that it is a misconception since what is projected as the future, is happening in the present. today. Currently 40% of the open web is already cookieless. Brands, companies and agencies live in a world without cookies and for this reason it is highly recommended that they start implementing strategies and tools now to continue reaching their target audiences and at the same time evolve towards the implementation of more responsible targeting” . said Clementina Briceño, Head of Data Teads Latin America.
In this line, during 2021, attending to the importance of training and practice in the face of an era without cookies, Teads implemented an education and training program for advertisers, agencies and publishers, carrying out more than 150 Cookieless Bootcamps throughout Latin America and also gave to learn about concrete and effective solutions in cookieless campaigns, among which leading brands such as Diageo, Heineken, Nestlé and Mastercard, among others, stand out.
“The industry is changing, but few have enough data to support the success of cookieless campaigns. At Teads we work to show our clients and the entire digital advertising industry that a world without cookies is not only possible, but also efficient. With training, accompaniment, technological developments, but above all, with convincing results, we help turn every dollar invested in advertising into an efficient and successful investment”, added Briceño
“Teads has proven to be the leading company in leading brands to success in the transition to cookieless. Our experience, but above all the scope and development of our platform, has allowed us to guide change in Latin America, with convincing results and solid evidence beyond the sayings: the metrics support our work and that of the brands that are strategically associated with us”, emphasized Eric Tourtel, CEO, Teads Latin America.