Global automotive brand learns to thrive in a cookieless world

AN INNOVATIVE STRATEGY TO PREPARE FOR THE CHALLENGES OF PRIVACY CHANGES

We collaborated closely with The&Partnership agency and our client to understand the impact privacy and data changes would have on our client’s online paid marketing, helping them prepare for a cookieless future.

OUR BOLD AMBITION

Our challenge was to help our client understand the scope and impact that losing access to third party cookies would have on their business, especially on their martech spend and performance. We set our sights on a bold objective: making their martech ecosystem completely ‘privacy-proof’, and helping them with the tools and strategy to build the right processes and knowledge for their organization.

OUR SOLUTION

We followed these steps:

• Conducted a cookie audit on full owned property
• Conducted a media audit to identify reliance on third party cookies
• Reviewed the client’s browser technology
• Reviewed media reach to identify at-risk media
• Created an assessment of the financial impact and risk
• Built a business case and gave strategic recommendations
• Created a roadmap to prepare for future privacy changes

OUR RESULTS

We delivered consultancy and strategy advice that included:

• Analysis identifying €40M of media spend was at risk due to cookie loss​
• Identification that 28% of total media spend was reliant on third party cookies, highlighting the need to find first party cookie solutions
• Opportunities were identified, including re-targeting, behavioral targeting, and frequency funnel improvements, building a behavioral target & frequency cap solution
• Recommendations of priority areas to tackle and a roadmap of practical steps for the client’s team to embed in their workflows