Leading luxury car brand improves ad efficiency using first-party data within Swiss premium publisher inventory

While the news about Google’s deprecation of third-party cookies continues to develop, a leading German luxury car brand wanted to get a head start on this huge change by running its first campaign without third-party cookies.

Specifically, the brand wanted to run an awareness campaign with the goal of acquiring new customers in Switzerland.

Using first-party data was the obvious method to allow the brand to uncover new audience segments without third-party cookies. However, the brand lacked the necessary amount and quality of its own first-party data to be able to run a large campaign using it. So they needed to look outside of their proprietary data. 

An ideal solution was to use the first-party data from data partner Matto Group, who was able to provide socio-demographic data that the brand could then select from to create target groups.

Since the goal of the campaign was to gain new Swiss customers, it was important for the brand to run their ads through local premium publishers targeting audiences in Switzerland. Of course, these publishers also needed to have experience working with first-party data. For that reason, they collaborated with Goldbach and other Swiss publishers who use Decentriq’s data clean rooms to build tailored audiences based on first-party data.

In this case, the brand uploaded its data from Matto Group into the data clean room and the publishers did the same with their own first-party data. Then, any overlapping customers were (re)targeted. And as with anything done in Decentriq’s data clean rooms, no party was able to see the other’s data in the matching process — not even Decentriq as the operator of the data clean room.

The auto brand’s campaign was run by an agency over a period of one month. Using DV360 as its tool for programmatic media buying, the agency tested the performance of the campaign based on first-party data against that of traditional intent data from third-party cookies.

Upon completion, the first-party data campaign using Decentriq resulted in an 80% increase in engagement rate and a 58% increase in conversion rate over the campaign performed using intent data. The most notable result, however, was a 33% reduction in impressions — meaning efficiency and ad impact was increased while cutting waste.

Going forward, Matto Group plans to replicate the success of this campaign by helping other brands run first-party data campaigns using Decentriq’s data clean rooms.