The media agency PHD announced, in partnership with Zeotapstarting a series of cookieless test on video and display formats with the purpose of anticipate the end of third-party cookies on Chrome by about two years, recently announced by Google. Here are the details:
PHD Media and Zeotap launch a series of cookieless tests on Italiaonline properties
The initiative resulted in a series of cross client campaigns on various product sectors. Such campaigns have used ID+, Zeotap’s universal identity solution that guaranteed the possibility of reaching the target audience without resorting to the help of third-party cookies or MAIDs (Mobile ad IDs) solutions. The campaigns were successfully carried out by Zeotap also in Safari, Firefox and Microsoft.
PHD used Zeotap’s ID + on the properties of Italiaonline, the leading Italian Internet company. The various activated deterministic audience segments were created by segmenting users and associating an anonymous email connected to an explicit consent given to the publisher. This solution made it possible to obtain a good reach in terms of user profiles.
The comment of PHD Media Italia
Stefano Forcinetti, Head of Programmatic of PHD Media Italia, commented on the results achieved in this way: “We are following market developments on the cookieless theme with great attention, which is why we were among the first to take action with extensive tests that led to the adoption of increasingly effective targeting models and privacy compliant . The results recorded so far, very encouraging both in terms of reach and performance, show us that we are going in the right direction “