Teads reaches Garden Gourmet target group with cookie-free signals
Teads' "Cookieless Translator" is designed to reach target groups just as well as cookies. The agency now wants to demonstrate this with a BBQ campaign for Garden Gourmet. The A/B test ran from May to July 2022.
As early as November 2021, Teads introduced the Teads Ad Manager (TAM), a cookie-free platform on the Open Web, making it the first provider on the market, according to the company. With the integrated "Teads Cookieless Translator," the solution converts personalized target groups that are still based on cookies into a completely cookie-free, so-called "Predictive Target Group." The Predictive Group signals work completely without cookies.
In view of the discontinuation of third-party cookies, Teads would like to offer an alternative with this solution. According to Teads, the global cookie usage rate is already only 60 percent - and falling. This means that 40 percent - in the USA it is already 50 percent - of Internet traffic no longer uses cookies.
Campaign yields promising results
The results of the study carried out as part of the Garden Gourmet Campaign A/B tests carried out were convincing. The budget was split 50/50 between the two campaigns - with and without cookies. After evaluating the cookie-less campaign, Teads determined that the values for VTR, viewability and CTR were in line with an advertising measure based on cookies. In terms of CPM - short for Cost per 1000 Impressions - the cookie-free design of the campaign was even significantly more favorable than a cookie-based campaign.
"The success of the A/B test showed us that we are on the right track with Teads," says Melanie Stebler, Marketing Manager Garden Gourmet at Nestlé Switzerland. "Through Teads, we can successfully and efficiently address our target group in a world without cookies. The results of the campaign are to our complete satisfaction."
