Audience360 and ID5 join forces to address digital signal loss

Audience360, Australia's leading first-party audience data provider, has partnered with ID5, a prominent identity solution provider, to tackle the growing challenge of signal loss in online advertising. The partnership, announced on September 12, 2024, aims to enhance addressability in cookieless environments, a critical issue as third-party cookies continue to phase out across major browsers.

The collaboration, which also involves Adform, a full-stack ad tech platform, has already demonstrated promising results. In a recent case study, Audience360 successfully delivered 42% of an advertising campaign's budget in cookieless browsers, surpassing the initial goal of 30% by a significant margin.

This achievement comes at a crucial time for the digital advertising ecosystem. According to industry data, nearly half of the inventory in Australia is currently unaddressable using traditional identifiers like third-party cookies. This limitation presents a substantial obstacle for marketers seeking to connect with valuable audiences, particularly in privacy-focused browsers such as Safari.

To address this challenge, Audience360 leveraged ID5's identity solution within Adform's ID-agnostic technology. The test campaign, conducted in partnership with an automotive industry advertiser, employed a meticulous approach to targeting audiences across both cookieless and cookie-enabled browsers.

The results of the campaign:

1. Budget allocation: 42% of the campaign budget was successfully deployed in cookieless environments, exceeding the original target by 40%.
2. Viewability: Inventory transacted using the ID5 ID achieved a 24% higher viewability rate compared to inventory using third-party identifiers.
3. Engagement: Click-through rates (CTR) saw a notable 40% improvement when utilizing the ID5 ID.

These outcomes underscore the potential of alternative identity solutions in maintaining effective targeted advertising in a post-cookie world.

Mathieu Roche, CEO and Co-Founder of ID5, expressed pride in the partnership's success, stating, "The remarkable success of this campaign clearly demonstrates the impact identity solutions have on driving targeted advertising campaigns."

Shruneek Prasad, Head of Product at Audience360, highlighted the strategic value of the collaboration, noting, "As a first-party audience provider, powered by data partnerships with trusted publisher brands, our business saw an opportunity to reach previously unaddressable audiences across cookieless browsers."

Amy Jansen-Flynn, Regional Manager APAC at Adform, emphasized the importance of transparency in identity solutions, adding, "Adform's open and transparent approach to alternative identifiers enables partners like Audience360 to deliver clean, definitive findings without the need for vanity metrics."

The partnership between Audience360, ID5, and Adform represents a proactive approach to addressing the evolving challenges in digital advertising. By leveraging innovative identity solutions, these companies are demonstrating that effective targeted advertising is possible even in the face of signal loss.

Key aspects of the collaboration include:

1. Technology integration: The seamless integration of ID5's identity solution with Adform's platform enables precise audience targeting across various browser environments.
2. First-party data utilization: Audience360's expertise in first-party audience data provides a strong foundation for creating targeted campaigns that respect user privacy.
3. Cross-browser compatibility: The solution effectively addresses audiences in both cookieless and cookie-enabled browsers, ensuring comprehensive campaign reach.
4. Performance metrics: The partnership focuses on concrete performance indicators such as budget allocation, viewability, and click-through rates to measure success.

As the digital advertising industry continues to grapple with the implications of signal loss, partnerships like this one between Audience360, ID5, and Adform are likely to play an increasingly important role. By providing tangible solutions for marketers and demonstrating the viability of alternative identity approaches, these collaborations are helping to shape the future of digital advertising.

The success of this initiative suggests that advertisers and technology platforms that embrace next-generation identity solutions may be better positioned to navigate the changing landscape of online advertising. As third-party cookies become less prevalent, the ability to reach and engage audiences effectively across all browser environments will become a critical differentiator in the industry.

Key Facts

• Announcement date: September 12, 2024
• Partnership: Audience360, ID5, and Adform
• Campaign goal: Deliver 30%+ of budgets across cookieless browsers
• Actual delivery: 42% of budget in cookieless browsers
• Viewability improvement: 24% increase compared to third-party ID inventory
• Click-through rate improvement: 40% increase using ID5 ID
• Unaddressable inventory in Australia: Nearly 50%
• Focus: Enabling effective cookieless targeting and future-proofing addressability