Retargeting is one of the strongest performing tactics for retailers; however, since the majority of it is based on cookies, clients can only reach about 50% of their audience. Once third-party cookies expire, this audience will further shrink. 33Across’ Lexicon technology helps marketers to build retargeting segments, target users across the open web, and measure cookieless conversions.
Marketing technology companies have leaned on Lexicon’s capabilities to help their clients increase their actionable retargeting pool. Accessing quality Safari customers with less competition, get advertisers higher bid rates and efficiency.
Cookieless Retargeting1 vs. Cookie Retargeting
We took a look at retargeting campaigns using cookie alternatives versus using third-party cookies. Here’s how executing cookieless retargeting tactics across the open web increases efficiencies:
Lower CPMs – On average cookieless retargeting campaigns had a $.91 CPM
2X Audience – Adding Safari, Firefox, and cookieless Chrome reveals the actual scale of the retargeting pool beyond third-party cookie users
Higher Win Rates – With less competition, campaigns earn a 19% win rate
Performance – Double your campaign reach at half the cost with cookieless retargeting. With access to quality Safari customers and less competition, advertisers get higher bid rates and efficiency. Double your campaign reach at half the cost with cookieless retargeting. With access to quality Safari customers and less competition, advertisers get higher bid rates and efficiency
To learn more about you can increase your retargeting efforts across the open web contact us.
By: Lisa Mollura | VP of Marketing at 33Across
1 Campaign averages using Lexicon Cookieless Retargeting