Dive Brief: 

• European ad tech company Utiq has integrated with Adobe’s Real-Time Customer Data Platform (CDP), per a press release. The integration offers brands enhanced, privacy-oriented audience recognition and segmentation solutions. 
• The integration was validated through a data-only campaign conducted with Iq Digital and GroupM for an automotive client that resulted in enhanced deterministic reach and improved frequency control and re-identification rates.
• The partnership is another proof-of-concept for Adobe’s CDP, which has attracted brands such as Coca-Cola, agencies such as GroupM’s Wavemaker and publishers such as NBCUniversal, as the industry explores cookie-less options for data usage that prioritize privacy.

Dive Insight:

Though Google abandoned plans to deprecate third-party cookies in Chrome in 2024, the industry has not backed off from finding privacy-focused alternatives for first-party data collection. Launched last year, Adobe’s Real-Time CDP provides a clean room environment that allows brands to identify and activate publisher audiences across channels without moving or exposing customer data. It also allows brands to measure ad effectiveness directly with publishers and make adjustments to boost engagement.

For Iq and GroupM’s test of the Utiq integration, the agencies ran a campaign for an automotive brand that marked the first utilization of Utiq’s user-consented signals and Authentic Audiences segments within the CDP for more precise cross-publisher and cross-browser targeting. The campaign was particularly effective in non-Chrome environments where cookie-based methods tend to be less effective.

Over 90% of the campaign’s impressions in non-Chrome browsers were delivered using Utiq’s ID, resulting in a 290% uplift and an increase in net reach, per release details. Additionally, Utiq users in non-Chrome browsers had better frequency control with an average of 3.29 ad touchpoints. They also had 61% better re-identification rates compared to cookie-based targeting methods.

Beyond brand and publisher collaborations, Adobe’s Real-Time CDP can draw from data partners including Snowflake and Amazon Web Services and identity partners like LiveRamp and TransUnion. In a beta with launch partner NBCU, advertisers saw two-times more efficient ad conversion and ten-times better match rates, in addition to a 90% lift compared to standard audience onboarding.