Dun & Bradstreet
Delivering on Pipeline Goals
Without the Cookie
OVERVIEW
Dun & Bradstreet was looking to get ahead of the curve in finding a cookie-less targeting method that could both continue to deliver strong marketing-sourced pipeline and be a media solution for the cookie-less future. Utilizing LiveRamp and The Trade Desk’s technologies, we successfully developed a strategy that increased conversions and increased cost efficiencies – all without cookies.
OBJECTIVES
The campaign’s overall objective was multi-layered but ultimately, the aim was to be proactive in preparing for the cookie-less future and to ensure that we could continue digital marketing activities as usual without reliance on third-party cookies.
EXECUTION
LiveRamp’s Authenticated Traffic Solution (ATS) was leveraged as a first step in going cookie-less. By collaborating with LiveRamp and Dun & Bradstreet, we built a custom audience test segment to run and confirm that our framework would be a success.
RESULTS
After three months of testing, it was found that users who were targeted without the use of third-party cookies were 5 times more likely to convert. The success of this test has further enabled us to roll out the use of LiveRamp ATS to additional campaigns for Dun & Bradstreet’s other key market groups.
Overview
Dun & Bradstreet was looking to get ahead of the curve in finding a cookieless targeting method that could both continue to deliver strong marketing-sourced pipeline. The brand turned to Just Global to help test possible solutions that could scale across all their digital marketing activities. Utilizing LiveRamp and The Trade Desk’s technologies, Just Global successfully developed a strategy that increased conversions and increased cost efficiencies – all without cookies.
The goal was multi-layered. One key objective was to drive marketing-sourced pipeline by increasing their key KPI of media conversions such as form fills, calls, and chats. The second objective was to measure the increase in deterministic audience reach compared to a cookie-based workflow. Ultimately though, the aim was to be proactive in preparing for the cookie-less future and to ensure that we could continue digital marketing activities as usual without relying on cookies.
Execution
Historically, Dun & Bradstreet has worked closely with LiveRamp, so working with LiveRamp’s Authenticated Traffic Solution (ATS) was a natural first step in going cookie-less. LiveRamp’s ATS provides a privacy-first, PII authentication solution that creates addressable audiences without third-party cookies.
LiveRamp’s ATS works by leveraging publisher first-party events such as form fills, to provide addressability without third-party cookies. When a user enters their information, LiveRamp creates an identifier called Ramp-ID.
In order to successfully test ATS capabilities, we tested against an audience that had the largest budget and scale within Dun & Bradstreet’s key market group, sales leaders. Collaborating with Dun & Bradstreet by utilizing their comprehensive data, we built a custom audience test segment that could be utilized for an A/B test. The control group was targeted with cookie-based targeting while the test group utilized Ramp-ID based targeting.
A test was run for three months through programmatic display channels. In order to keep the test as controlled as possible, inventory sources were limited to Ramp-ID enabled SSPs.
To further confirm the test would produce the most accurate results as possible, a success framework was implemented that required all parties to measure results based on the following criteria; unique users reached, cost per click, cost per impression and click through rate.
Our content syndication programs are consistently one of our top performing marketing channels QoQ. We see Just Global as more than just a partner, they are truly an extension of our team.
Users more likely to convert
Reduced cost per conversion
Results
After three months of testing, it was found that users who were targeted without the use of third-party cookies were 5 times more likely to convert. Not only was the implementation of LiveRamp ATS successful, it also improved cost efficiencies and reduced cost per conversions by $1.5k.
While cookie-based targeting did produce strong numbers, such as high click through rates, this test successfully proved that LiveRamp’s Authenticated Traffic Solution delivers on maintaining the ability for marketers to reach key audiences.
The success of this test has further enabled us to roll out the use of LiveRamp ATS to additional campaigns for Dun & Bradstreet’s other key market groups. The cookie-less future is here, and with the help of LiveRamp, marketers can be proactive rather than reactive to this shift in the digital marketing landscape.
