Global Advertising Platform Adapts to a Post-Cookie Reality
Industry: Advertising / Digital Media
Client: Global Advertising platform Continue to deliver high-quality ad campaigns for clients on a privacy-first internet
Overview
With impending limitations on 3rd party data and cookies, the future of advertising faces a dramatic shift. This leading global advertising platform, with a diverse portfolio of ad products for e-commerce and information websites, needed a way to adapt and maintain the quality of its ad targeting in a post-cookie internet.
Problem
The looming disappearance of cookies posed a significant challenge for the platform. Without access to traditional browsing data, the ability to learn visitor intent, maintain relevant traffic, and guarantee ad campaign effectiveness was at stake. The platform needed a cost-effective and scalable solution to address these challenges and stay ahead of the curve.
Solution
The platform opted for Insightarc's Buying Intention Engine, a solution that discovers patterns in visitor behavior and predicts purchasing intent in real time.
By supporting Insightarc's solution with their advertising sources and connecting their audience data platform (DMP) to Insightarc's API, the advertising platform gained insights into Visitor Intents. Insightarc tracks every visitor across all websites served by the ad network, capturing their in-session behavior and identifying their buying intent. Every visitor matches with the ad source he came from.
This allows the platform to:
- Match active visitors to the right ecommerce websites. The platform matches visitors with websites most likely to be relevant and convert by understanding a visitor's purchase intent.
- Improve traffic quality. By sending only qualified traffic to specific websites, the platform reduces bounce rates and increases conversion rates for advertisers.
- Identify conversion blockers. Insightarc also analyzes website behavior to identify potential blockers that prevent visitors from converting. This information improves the number of quality traffic delivered to poorly performing websites where customers engaged with conversion blockers.
Results
By implementing Insightarc's solution, the advertising platform achieved:
- Enhanced Traffic Quality. Improved relevance and conversion rates for clients and advertisers.
- Cost-effectiveness and Scalability. The solution seamlessly integrated with existing infrastructure and scaled easily to serve hundreds of thousands of websites.
- Future-proof Solution. By relying on 1st party behavioral data instead of 3rd party cookies and fragmented browsing data collection, the platform is well-prepared for the post-cookie future.
The outcome impacts the revenue of dozens of thousands of websites from the platform network, optimizing dozens of millions of impressions daily and bringing personalized experiences to anonymous visitors to channels where it has never existed.
This case study demonstrates how leading advertising platforms like this can leverage solutions like Insightarc's Buying Intent Engine to overcome the challenges of a cookie-less future and continue to deliver high-quality ad campaigns for their clients.