Illustration by Nick DeSantis / Getty / The Current
Cookware maker Made In recently ditched third-party cookies in favor of Unified ID 2.0 for its latest campaign, and the data suggest the brand delivered some five-star results.
Made In is a 3-year-old direct-to-consumer company that sells premium cookware to Michelin Star restaurants and at-home cooking enthusiasts. The brand worked with media buying agency Tatari to execute its strategy. Unlike cookies, UID 2.0 is built for the complexities of digital advertising, while also keeping consumer privacy top of mind. Many major holding companies, publishers, advertising trade bodies and ad tech companies have thrown their support behind the identify solution.
Made In’s results are significant, as they highlighted actual campaign improvements as a result of deploying UID 2.0 in-market. It also underscores how some brands are tackling identity, as many have placed the issue on the back burner following Google’s announcement that it would delay its phase-out of third-party cookies.
As Unified ID 2.0 grows in scale, Made In emphasized that it wants to be prepared for the inevitable moment when cookies go away, Chip Malt, CEO and co-founder of Made In, tells The Current. “There’s more scale with third-party cookies today, but that is going to slowly diminish over time,” Malt says. “In a world where privacy has become the ultimate focus, UID also felt clean.”
Made In saw a 20 percent improvement in cost per action (CPA) for its campaign, and users converted faster when using UID 2.0 than without. “We had the path to conversion reports from The Trade Desk,” Ephraim Albaro, designer of programmatic advertising products at Tatari, tells The Current. “What we saw was users converted 22 percent more when compared to using third-party cookies, and they converted 33 percent faster.”
The infrastructure and privacy laws surrounding TV significantly differ from those outside the channel, says Albaro, where things like IP addresses and third-party cookies are widely used by marketers to reach users.
For Made In, UID 2 allowed the company to connect those two worlds by targeting people who visited its website with ads on connected TV. “We’re a premium priced product, so we have a longer consideration period for our product,” says Malt, the Made In co-founder and CEO. “We love TV because it allows us to share beautiful narratives on our century-old manufacturing process and tell these huge visual stories.”
Malt adds that the company saw strong match rates after uploading more than half-a-million data points, all while keeping a tight grip on frequency capping, or how often the target audience viewed their ad on TV. “We weren’t just hammering a handful of people 9,000 times,” he says. “We’re just a 3-year-old company, so we don’t have hundreds of millions of touchpoints like some of these massive companies, but we were able to run a campaign that delivered tremendous results.”