Test case proves: netID is an effective alternative to the cookie identifier. Unique users, who were no longer addressable in Safari and Firefox browsers due to third-party cookie blocking, could still be addressed via the netID identifier – with all the desired targeting characteristics. The test was conducted by the advertising sales house United Internet Media in cooperation with the Serviceplan subsidiary PREX, the progammatic advertising specialists Yieldlab (SSP) and ADITION technologies (Active Agent DSP) of the virtual minds group. An ad campaign for ADAC car loans provided the content for the test.
Over a period of three weeks, PREX displayed a total of four million ad impressions with the netID identifier using the consent product netID Professional on the two freemail portals WEB.DE and GMX. For comparison, four million ad impressions were placed conventionally via third-party cookies. In addition, frequency capping of two ad impressions per day and user was used.
The results clearly show that advertisers are able to use the netID Identifier to re-address lost reach. For example, the share of users who can be addressed via netID with Firefox was 41 percent compared with of 13 percent via cookies, and ten percent instead of three percent for Safari. Without netID, only about one third of Safari and Firefox users were addressable. With netID, however, the result was 100 percent. The reason: Apple and Mozilla browsers block third-party cookies by default, which means that the proportion of third-party cookie-based ad impressions there has so far been significantly lower.
For advertisers, this means in concrete terms: users can be identified, and therefore better addressed, across different browsers and devices with the netID identifier – even after third-party cookies have expired. In this way, netID offers advertisers the opportunity to use their first-party data for targeted user advertising in the future as well: whether for their own online offerings or in the context of targeting campaigns on websites of their advertising partners.
“Following on from netID single sign-on, with which users can already log on to about 100 websites, our consent product netID Professional has now also proven its practical application. This provides advertisers with cross-browser addressability of users, in compliance with data protection and with the necessary consent”, says Sven Bornemann, CEO of the European netID Foundation.
“Our first campaign with netID not only met our expectations, but exceeded them. For our customer ADAC Finanzdienste (GmbH) we were able to address the entire reach of WEB.DE and GMX in a data-based manner. In doing so, we also reached, with their explicit consent, users who use browsers that make tracking with cookies difficult or impossible. Campaign performance was also excellent, with the placement being the best performer in the media plan this month,” says Tobias Wegmann, CTO of Serviceplan subsidiary PREX.
“With netID as an identity solution we are able to compensate for cookie loss and thereby ensure the possibility of applying data-based targeting in the post-cookie era. This benefits not only the digital industry, but also consumers: firstly, they receive more relevant, customized advertising and in addition they retain full control over which netID partners they want to give advertising permission to,” adds Rasmus Giese, CEO of United Internet Media.
“The test case is an impressive demonstration of what a programmatic German adtech firm, which is already able to utilize a stable identifier such as netID without restrictions throughout the programmatic process, can achieve in terms of post-cookie user addressability,” explains Dirk von Borstel, CEO Yieldlab. “With the early any-ID readiness of the virtual minds Tech Stack, we offer publishers, marketers and the advertising industry a reliable technology infrastructure that will enable them to continue to make the most of programmatic marketing and customer communication in the future”.
About the European netID Foundation
The European netID Foundation was established in March 2018 by Mediengruppe RTL Deutschland, ProSiebenSat.1 and United Internet with its brands WEB.DE and GMX. With an independent market solution, the foundation supports Internet offerings from all industry sectors with the implementation of the new European data protection law and for this purpose has created the open login standard netID. The initiators of the foundation together reach around 50 million individual users every month and together have more than 38 million active accounts. The foundation is explicitly open to additional partners and initiatives. Further information is available at www.enid.eu.
Press contact at the European netID Foundation:
Alexandra Roszkowski, +49 89 46 133 46-21, firstname.lastname@example.org