Telefónica and Havas leverage ID5 to reach audiences in cookieless environments

Region:

Spain

Solution:

Cookieless Identity Resolution

Channel:

Programmatic Advertising

Key results

34%

Reduction in CPL

54%

Reduction in CPA

Overview

Telefónica and Havas partnered with ID5 to leverage its universal identifier to reach audiences in cookieless environments, as well as optimize and measure campaign performance.

The Issue

Advertisers have traditionally relied upon conventional identification methods such as third-party cookies to reach their audiences effectively and at scale. However, with multiple browsers already blocking third-party cookies, many brands are choosing to invest most of their campaign dollars in Chrome to activate data and apply the campaign strategies necessary to engage with their audiences. But with decreased supply and high demand comes high CPMs, reducing advertisers’ ROI.

Telefónica and Havas recognized the need to find an alternative to third-party cookies that would enable them to implement key campaign strategies, including targeting, ad verification, frequency capping and measurement. They decided to embrace the opportunity that cookieless browsers offer by leveraging the ID5 ID.

Solution & Testing

A test was run in Spain between February 13th and April 21st, 2023. Taking a full-funnel approach, the two months of learning were instrumental in investigating how campaigns could be run in cookieless environments without affecting campaign performance.

The teams worked closely together to ensure the success of the campaign. A key success factor was the adoption of the ID5 ID on the supply side. The Havas trading team took the opportunity to increase the adoption of ID5 amongst publishers within the Spanish market to boost the campaign scale.

The ID5 ID is a universal identifier that enables addressability across cookie-based and cookieless environments while respecting data protection regulations globally.

Results

Thanks in large part to the collaboration between the teams at Telefónica, Havas, and ID5, the test proved extremely successful. The value of the ID5 ID was evident to all parties involved, in particular in implementing targeting, ad verification, frequency capping and measurement strategies. From a campaign performance perspective, the benefits of running campaigns in cookieless environments were clear:

Universal IDs such as ID5 proved to be an efficient way to leverage PII and retargeting strategies in a cookieless environment, respecting user privacy.

Cristina Pitto PMO Cookieless Global Media, Telefónica

The cookieless world is the biggest revolution in digital since the AdServer’s first appearance, and it’s an opportunity for marketers and agencies to think about digital advertising in a different way.

Nicolás Bouchet Global Head of Data & Digital Transformation, Havas

About

Telefónica is one of the world’s leading telecommunications service providers. The company offers fixed and mobile connectivity services, as well as a wide range of digital services for individuals and companies. It is present in Europe and Latin America, where it has more than 383 million customers. Telefónica is a totally private company whose shares are listed on the continuous market of the Spanish stock markets and on the New York and Lima stock exchanges.

Havas Media Group (HMG) is the media experience agency. HMG delivers this brand promise through the Mx System, where meaningful media helps build more meaningful brands. HMG is part of the Havas Group, owned by Vivendi, one of the world’s largest integrated content, media, and communications groups. HMG also consists of two global media networks: Havas Media and Arena Media. The media experience agencies are home to more than 10,000 specialists across 150 countries worldwide, with 62 Villages. Global clients include Hyundai, Kia, Puma, TripAdvisor, Michelin, Telefónica, Reckitt Benckiser, among many others.

To learn more about the ID5 ID and how it can benefit your business, get in touch with us!