In light of the impending 2024 Third-Party cookie deprecation, brought about by initiatives like Google’s Privacy Sandbox, marketers face the challenge of pivoting their strategies to balance both privacy concerns and effective ad targeting.
One emerging solution is ID-free Custom AI® by Dstillery. Unlike traditional methods, this technology uses neural network analysis to comprehend anonymous online behavior patterns. The result is a tool that enables advertisers to target audiences based on modeling, which can also be seeded with First-Party data, without relying on personal data or cookies. This ensures ads are relevant, engaging and privacy-safe.
First-Party (1P) data adds another layer to this new advertising paradigm. This data provides direct insights garnered from customers, whether via websites, CRM systems, or surveys, and is crucial for refining marketing strategies.
By integrating ID-free Custom AI with First-Party data, brands can achieve an optimal blend of privacy and precision in their ad campaigns. Specifically, this combination allows for personalized insights based on direct customer interactions, accurate predictions of inventory signals like URL, DMA, and time of day that are likely to reach your audience.
“The catalysts for adopting new targeting technologies are coming into view, with changing state privacy laws and, of course, Google’s expected 2024 retirement of cookies from Chrome. This means greater identity signal loss.
Our patented ID-free technology stands out as an innovative approach to this problem. As a thought leader in our industry, KORTX has recognized that identity signal loss isn’t just a future problem; it’s a today problem that will only be exacerbated in time. Our experience with ID-free campaigns such as Tropical Smoothie Cafe, have validated the value that the technology brings today, and we believe it will be an essential part of any brand’s programmatic strategy in 2024.”
Michael Beebe, CEO, Dstillery
Explore how other brands and marketing teams have successfully leveraged this combination.
Goal: The QSR brand wanted to increase brand awareness while attracting new customers via digital ads.
Approach: KORTX and Dstillery worked together to decrease the cost per acquisition (CPA) for display and video ads utilizing Dstillery’s ID-free Custom AI audiences for targeting. The team did this by leveraging the client’s First-Party data from the website through Axon Audience Manager to target interested individuals.
Results: ID-free Custom AI audiences lowered display CPA by -70% and video CPA by -75% compared to Third-Party QSR segments and contextual competitors.
KORTX is at the forefront of exploring innovative cookieless approaches. A strong partnership with Dstillery exemplifies how the merger of technology and data can revolutionize ad campaigns. The combined strategy not only enhances ad targeting accuracy but also builds trust among users, ensuring a future-ready advertising landscape that values both relevance and privacy.
About the Author
Corey Rice is the Director of Strategy at KORTX and has nearly 18 years of digital marketing experience. Prior to joining KORTX, he has worked at agencies, publishers, and tech companies in San Francisco and Detroit.
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