- European ad tech company Utiq has integrated with Adobe’s Real-Time Customer Data Platform (CDP), per a press release. The integration offers brands enhanced, privacy-oriented audience recognition and segmentation solutions.
- The integration was validated through a data-only campaign conducted with Iq Digital and GroupM for an automotive client that resulted in enhanced deterministic reach and improved frequency control and re-identification rates.
- The partnership is one other proof-of-concept for Adobe’s CDP, which has attracted brands corresponding to Coca-Cola, agencies corresponding to GroupM’s Wavemaker and publishers corresponding to NBCUniversal, because the industry explores cookie-less options for data usage that prioritize privacy.
Though Google abandoned plans to deprecate third-party cookies in Chrome in 2024, the industry has not backed off from finding privacy-focused alternatives for first-party data collection. Launched last yr, Adobe’s Real-Time CDP provides a clean room environment that enables brands to discover and activate publisher audiences across channels without moving or exposing customer data. It also allows brands to measure ad effectiveness directly with publishers and make adjustments to spice up engagement.
For Iq and GroupM’s test of the Utiq integration, the agencies ran a campaign for an automotive brand that marked the primary utilization of Utiq’s user-consented signals and Authentic Audiences segments inside the CDP for more precise cross-publisher and cross-browser targeting. The campaign was particularly effective in non-Chrome environments where cookie-based methods are likely to be less effective.
Over 90% of the campaign’s impressions in non-Chrome browsers were delivered using Utiq’s ID, leading to a 290% uplift and a rise in net reach, per release details. Additionally, Utiq users in non-Chrome browsers had higher frequency control with a mean of three.29 ad touchpoints. They also had 61% higher re-identification rates in comparison with cookie-based targeting methods.
Beyond brand and publisher collaborations, Adobe’s Real-Time CDP can draw from data partners including Snowflake and Amazon Web Services and identity partners like LiveRamp and TransUnion. In a beta with launch partner NBCU, advertisers saw two-times more efficient ad conversion and ten-times higher match rates, along with a 90% lift compared to straightforward audience onboarding.
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