Collaboration with the Adobe Advertising DSP and ID5 Delivers 79% Drop in Bounce Rate and 70% Lower CPV

Today, ID5 and Adobe Advertising released new data about a collaboration between The University of Adelaide and leading APAC-based media agency, Hybrid. The highly successful web campaign leveraged the Adobe Advertising DSP in tandem with the ID5 ID. 

The majority of The University of Adelaide’s digital marketing campaigns were centered around display followed by CTV and video. Working with Hybrid the university sought out a way to extend and scale the performance of its Undergraduate and Postgraduate digital advertisements across cookieless browsers including Firefox and Safari. 

Over the past few years, this has become increasingly complex with privacy regulation changes alongside technical changes initiated by major tech giants that have led to signal loss across browsers. Global privacy protection was of utmost importance with Australia’s various regional privacy legislations. To drive an efficient display campaign while also complying with data protection laws, The University of Adelaide and Hybrid partnered with Adobe Advertising and ID5. 

The University of Adelaide and Hybrid tested campaign performance using the Adobe Advertising DSP, launching both cookieless and cookie-based targeting campaigns. Using the ID5 ID and the Adobe Advertising DSP enables seamless audience activation and retargeting in cookie-based and cookieless browsers, allowing advertisers to easily create retargeting segments within the Adobe Advertising DSP.

While their ultimate goal was to match or exceed the performance of standard cookie-based retargeting, the results were astounding. By leveraging the Adobe Advertising Platform alongside the ID5 ID, the University of Adelaide reported a 79% decrease in bounce rate and a 70% reduction in cost per view (CPV) when compared to cookie-based targeting. Overall they found that users spent 5x higher average time on the website. 

“Working with Hybrid, Adobe Advertising, and ID5 allowed us to expand our performance and personalization strategies to privacy-focused environments,” said Steph Overton-Firth, Head of Digital Marketing, University of Adelaide, “The results showed strong engagement and helped increase quality traffic to our website while future-proofing our ability to deliver and maintain performance across all browsers at scale.”

“This collaboration showcases how innovative partners can come together to solve the challenges of an evolving digital landscape,” said Phil Cowlishaw, Managing Director at Adobe Advertising. “Leveraging ID5 and the Adobe Advertising DSP, The University of Adelaide and Hybrid demonstrated that privacy-focused solutions can drive both performance and engagement at scale—proving that advertisers don’t have to compromise efficiency for privacy.”

“The success of this campaign clearly demonstrates that no matter what environment you decide to target you are going to get an uplift compared to cookie based targeting,” said Caitlin Borgman, Chief Commercial Officer at ID5 , “By integrating the ID5 ID into the Adobe Advertising DSP advertisers like The University of Adelaide can easily create an enhanced personalized strategies to efficiently retarget audiences despite signal loss.” 

The success of The University of Adelaide’s campaign demonstrates the power of collaborative advertising solutions in an increasingly cookieless digital landscape. By leveraging Adobe Advertising and ID5 ID, the University of Adelaide and Hybrid not only preserved performance but exceeded key engagement metrics. These results highlight the potential for marketers to drive meaningful impact while maintaining compliance with evolving privacy regulations and changing technical standards. As the digital ecosystem continues to shift, innovative approaches like this will be essential for future-proofed, effective advertising strategies.

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