GEDI - The Italian Publisher with 3x the number of conversions on their inventory

Mattia Fosci

May 25, 2023

GEDI - The context

After a successful initial roll out on the premium news publishing sites La Repubblica and La Stampa, this week GEDI and Anonymised signed a long-term partnerships to extend the collaboration to the entire GEDI and Manzoni networks of publishers. With a monthly audience of 30 million people, GEDI is one of the leading publishing groups in Europe. The company represents some of the most well-known Italian-speaking news and magazine publishers, as well as a variety of other TV channels and radio stations.

GEDI's challenge

As a publisher at the forefront for technical innovation in audience measurement and targeting, GEDI was looking for a technical partner that could help them understand and monetise audience behaviour across the GEDI network of sites and beyond. Their primary challenge was the same as all publishers: how to best monetise audiences in cookieless environments, while protecting their first-party data and in full compliance with privacy requirements. GEDI saw this not just a business-critical priority for 2024, when Google will switch off their cookies, but also a huge short-term opportunity to bring incremental revenues from browsers like Safari and Firefox. Specifically, our work set out to answer the following questions: How much of their cookieless audiences can we map out with cross-domain insights? Can we ensure the stability of cross-domain ID’s? Can we deliver a genuine increase in campaign performance?

How we solved it

We worked with GEDI to deploy their tag on two of the largest and most respected newspaper websites in Italy - La Repubblica and La Stampa. In just a few months, we had mapped out over 80% of their audience with a stable identifier, giving the GEDI team detailed cross-domain and cross-publisher insights on their audience. GEDI was then able to build audience segments the advertisers could target with appropriate marketing campaigns. All of this happened without disclosing any first-party data: just an aggregate, anonymised, yet accurate, representation of a segment. From our first phase of working with GEDI, the agencies that were targeting GEDI's inventory using anonymised segment data reported 3x more conversions compared to their prime contextual solution.

The results

80% of their audience mapped in just 4 months
Cross-domain IDs more stable than cookies (but that can be deleted by the user)
+300% conversions compared on cookieless browsers to other solutions

Interested in Anonymised?

We are excited to expand our partnership with GEDI, and help them monetise their audiences across domains. Our partnership will help establish anonymised data as a new, powerful technology publishers can use to reclaim their lost audiences, protect their first party data and protect consumer privacy without sacrificing campaign performance. Interested in finding out more information? Book a demo with out team and we can show you how.

We are excited to expand our partnership with GEDI, and help them monetise their audiences across domains. Our partnership will help establish anonymised data as a new, powerful technology publishers can use to reclaim their lost audiences, protect their first party data and protect consumer privacy without sacrificing campaign performance.

Want to see how Anonymised can power your inventory?

Book a demo

Back to hub

x