CLIENT’S GOALS & OBJECTIVES
An online pet pharmacy turned to Dstillery to help prepare for the cookie-less future. They tested our new ID-free targeting solution with the goal of driving online sales.
ABOUT DSTILLERY’S ID-FREE CUSTOM AI SOLUTION
ID-free Custom AI™* is designed using the same machine learning-based predictive modeling as ID-based Custom AI, reaching users without enabling third-party cookies or any identifiers. Modeled from a brand’s own data, Dstillery’s ID-free Custom AI uses privacy-friendly signals to discover and predict the best audiences across the programmatic web.
ID-FREE TESTING STRATEGY
Dstillery split the testing budget between four targeting tactics: ID-free Custom AI, cookie-based Custom AI, Contextual and Run of Network. Each campaign was targeted to a unique portion of the trackable web to ensure no person saw ads from more than one tactic. Additional parameters included:
- All tactics used the same $2 bid price with all fees baked into the eCPA analysis.
- No manual or automated performance optimizations were applied to better understand baseline performance for each tactic.
CAMPAIGN RESULTS & BUSINESS IMPACT
In just one week, the test drove 378 online orders. Dstillery’s cookie-based Custom AI Audiences drove the strongest performance with 158 orders, and ID-free Custom AI came in second with 121 orders.