Audience360 exceeds campaign expectations delivering 42% of budget in cookieless browsers

ID5, the market-leading identity provider for digital advertising, today released a case study with Audience360 and Adform, that demonstrates how their collaboration enables effective cookieless targeting. Audience360 is Australia’s leader in first party audience data, and Adform is the world’s leading independent full stack ad tech. As third-party cookies continue to fade from the digital ecosystem, Audience360, Adform and ID5 are committed to future-proofing addressability for clients through collaboration. 

Almost 50% of inventory in Australia is unaddressable with traditional identifiers such as third-party cookies. This presents a significant missed opportunity for marketers, who are unable to connect with valuable audiences in browsers like Safari. To enable clients to maximize reach today and to prepare for the post-cookie era, Australian Data Provider Audience360 worked with ID5 and Adform to measure the impact of the ID5 ID, and assess its effectiveness in addressing audiences in cookieless environments.

Audience360 collaborated with an advertiser from the auto industry and Adform DMP & DSP to run a test campaign with a goal to deliver 30%+ of budgets across cookieless browsers. Each campaign line item was carefully duplicated to accommodate both cookieless and cookie-based browsers and exclusion measures were put in place to ensure a refined approach. 

By leveraging the ID5 ID within Adform’s ID agnostic technology, Audience360 was able to support their client in targeting their desired audiences in cookieless browsers. The campaign exceeded expectations delivering 42% of its budget in cookieless browsers, surpassing the original goal by 40%. 

Additionally, inventory transacted on the ID5 ID achieved significantly enhanced viewability rates, yielding a remarkable 24% increase compared to inventory transacted on third party IDs. The campaign also found a notable 40% improvement in click-through rates (CTR) when utilizing the ID5 ID. 

Mathieu Roche, CEO and Co-Founder at ID5, commented, “We are proud to work alongside Audience360 and Adform to empower advertisers as they navigate the complexities of signal loss. The remarkable success of this campaign clearly demonstrates the impact identity solutions have on driving targeted advertising campaigns.” 

“The strategic collaboration with ID5 is incredibly valuable to help deliver our cookieless audience solution for our clients. As a first-party audience provider, powered by data partnerships with trusted publisher brands, our business saw an opportunity to reach previously unaddressable audiences across cookieless browsers,” said Shruneek Prasad, Head of Product, Audience 360. “After a thorough test and learn phase, our clients are already seeing the benefits of reaching incremental audiences and the partnership ensures that both our business and our clients are reaching the right audience, wherever they are online.” 

“Adform’s open and transparent approach to alternative identifiers enables partners like Audience360 to deliver clean, definitive findings without the need for vanity metrics. We are proud to partner with forward thinking businesses like Audience360 and ID5 to challenge the status quo and deliver tangible solutions for marketers,” said Amy Jansen-Flynn, Regional Manager APAC, Adform, “The results speak for themselves, and we look forward to building on this case study with our ID Fusion solution in the coming months.”

While the industry rushes to prepare for ongoing signal loss, success stories like this confirm that the future is bright for advertisers and tech platforms that lean into next-generation identity solutions. The partnership between Audience360, Adform and ID5 affirms that by taking a proactive approach businesses can make significant strides in solving for the evolving addressability landscape today.

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