THE CHALLENGE

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Premium browsers are already cookieless, and 3PC deprecation in Chrome further reduces reach and total campaign effectiveness due to the reduced audience addressability.

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Can cookieless technologies reclaim premium audiences, and how does that reach quality compare to 3PCs?

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THE SOLUTION

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Hoopla Digital built 5 cookieless audiences using Anonymised’s Cross-Site Link and run across cookie-based and cookieless browsers. 

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We compared the CTR of Anonymised targeting vs 3PCs within Chrome and Edge.

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We then measured the incremental reach of new audiences in cookieless browsers, and the quality of that performance in comparison to the cookie based control group. 

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THE RESULTS

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• A 13% uplift in CTR compared to 3PCs, specifically in cookie-based browsers.
• An impressive 83% increase in addressable reach, showcasing the effectiveness of cookieless targeting.
• A notable 28% uplift in CTR when comparing new audiences (such as Safari users) to cookie-based audiences.

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These results underscored the efficacy of cookieless technologies in engaging premium audiences, while also highlighting the potential for improved performance compared to traditional 3PC targeting methods.

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