Performance Case Study
Neutronian Certified Cookieless Segments Deliver Improved Campaign Engagement
Agency:
Certified Data Provider:
THE CHALLENGE
In the evolving landscape where third-party cookie based campaign targeting wanes, cookieless targeting options are being sought out by brands and agencies but not all solutions are equal when it comes to their effectiveness.
Affinity Answers wanted to prove that their investments in data quality for their cookieless audience development ultimately translates to stronger campaign performance.
THE PROCESS
Neutronian collaborated with its buy-side partner, Causal IQ, to create a methodology enabling a direct comparison between Neutronian certified cookieless Affinity Answers segments and non-certified segments, evaluating their respective contributions to campaign performance.
- Working with Neutronian, Causal IQ selected a set of campaigns running with various audience targets for the test.
- Affinity Answers provided their segment recommendations for each campaign based on the desired audience target.
- Causal IQ set up each campaign with two different ad groups. One ad group used the Neutronian certified Affinity Answers cookieless segments for targeting and the second ad group used other non-certified third-party segments for targeting.
- Campaign performance was analyzed at the end of the test period by Causal IQ and Neutronian.
THE RESULTS
The data from the test showed that Neutronian certified Affinity Answers cookieless segments:
Achieved higher video completion rates
Drove more engagement through click through rates
