The importance of data protection and a personalized approach to advertising control is an indispensable objective in the advertising market. First-party data offers future-oriented advertisers an opportunity to address their target group specifically and at the same time gain insights into their current and future customers. In order to use this data in advertising campaigns, a data match with media partners is necessary. Although this approach offers great potential for effective advertising campaigns, many companies still shy away from the complex legal framework.
As a first mover in Germany, Samsung has taken the initiative and, together with Publicis Media, implemented an innovative data solution for automated first-party data matching between advertisers and marketers. For the first time, CRM first-party data was matched with the marketer United Internet Media (UIM) in a data clean room from the provider Decentriq and used for the first cross-marketer and ID-based advertising playout.
In the newly developed solution, the intersection of 13 anonymized Samsung segments with the netID-based data from UIM was automatically formed on a daily basis. The segments of the intersection were then available for cross-marketer advertising playout (e.g. via Ad-Alliance, UIM etc.) in the DSP. The focus of the 16-day test campaign was on the first-party audience, which accounted for 70% of the budget. In addition to the first-party target groups defined by Samsung, 13 suitable look-a-like segments were available on an ID basis. The campaign targeted both existing and potential new Samsung customers using five different HTML5 advertising media from Leo Burnett.
"Within the three-week campaign, we were able to reach around three million current and over one million future customers across all marketers via the Look-a-like segments. GDPR-compliant data synchronization with partners to update target groups was particularly important to us. Innovative ID targeting solutions in combination with first-party data strategies and a data-clean-room approach are important solutions for the challenges of the cookieless future,'' summarizes Ilias Ntinas D2C Analytics & Insights Manager at Samsung.
"This approach enabled us to increase the individual value of the customer relationship for Samsung and use the first-party data for strategic cross-selling. By integrating the IDs into our holistic data approach, we were able to target the Samsung campaigns even more precisely,'' explains René Lamsfuß, Chief Analytics Officer at Publicis Media. "The addition of the ID-based solutions to the data pipeline enables us to implement scaled personalization strategies across different publishers.
"Numerous campaigns with frequency capping and audience targeting across multiple publishers have already been successfully implemented on the basis of netID. This Samsung case now provides impressive proof of how advertisers' own first-party data can be effectively activated via netID on large audiences - in compliance with data protection regulations and completely without third-party cookies,'' says Rasmus Giese, CEO of United Internet Media.
Together with Publicis Media, UIM is planning further ID-based implementations with the now proven Data Clean Room data path.
