Apex delivers 32% incremental reach using PanoramaID
Apex wanted to prove that great performance can be achieved from programmatic advertising with or without third-party cookies. They created a campaign where the principal goal was to use a cookieless identity solution to achieve reach without increasing costs.
The campaign lasted four weeks and the targeting included gender, age, interests in family and raising children, health, childcare, and parents of children under eight.
Apex chose Lotame as their identity provider and ran the campaign via the MediaMath platform.
Apex chose to run this campaign through MediaMath’s platform using display advertising. With the support of the MediaMath client success team, campaign set-up was simple and had no issues during the entire period that the campaign was live.
The audiences used were created and shared by the Lotame team, with the cookieless audiences created by the Panorama ID solution. Lotame’s Panorama ID is a privacy-first, person-based universal identification that can be used on the global open web for audience attribution and targeting. This ID provides a single view of known and anonymous users that links 1st, 2nd, and 3rd party data (without relying on third-party cookies) into one interoperable ID for use across the programmatic ecosystem.
The cookieless audience by far outperformed the traditional audience segments using 3rd party cookies. The part of the campaign run using Lotame’s Panorama ID was able to achieve 32% more reach than the audience campaign with cookies. It also decreased the eCPM by 118%.
It’s clear that by using MediaMath’s platform to activate Lotame’s cookieless audiences Apex were able to achieve wider reach at a lower cost, while influencing the audience they really wanted to impact.