Cookieless, sentiment-powered contextual targeting drives superior results

Integral Ad Science (IAS), a leading global media measurement and optimisation platform, published a case study, in Indonesia, in collaboration with Mindshare Indonesia that shows how sentiment-powered contextual targeting drove superior results for Samsung Electronics Indonesia (SEIN).

With the cookieless future looming, Mindshare Indonesia aimed to find the most efficient programmatic targeting strategy to deliver on Samsung Indonesia’s main KPI, quality traffic. As a leader in the electronics industry, Samsung consistently strives for brand improvements and values partnering with a team that provides the most actionable insights about their data. Mindshare Indonesia and Samsung Indonesia were already utilising multiple targeting strategies within their campaigns including keyword targeting, first-party data, retargeting, and PMPs with premium publishers. With cookie deprecation looming, they were looking for campaign targeting alternatives that did not rely on third-party data and would still drive superior results.

Supported by IAS, Mindshare Indonesia and SEIN sought to leverage actionable insights across their campaigns to enhance Samsung's targeting performance and drive better results. Mindshare Indonesia’s goal was to better understand the impact and correlation of IAS’s cookieless contextual targeting product with Samsung’s metrics like cost per quality traffic and click-through rate (CTR).

Mindshare Indonesia, having experience with Brand Safety and Invalid Traffic products, recognized the need for a more tailored approach for Samsung Indonesia. Collaborating closely with IAS, they explored a range of innovations to identify an effective, yet budget-friendly solution. This partnership aimed to align with Samsung's programmatic campaign goals, ensuring a scalable and efficient strategy. IAS Context Control Targeting provided the following for Mindshare and Samsung Electronics Indonesia:

• Detailed metrics about quality inventory, quality traffic, click-through rate, and more
• A deeper look into the sentiment and emotion of a page to determine campaign targeting alignment
• Confidence and valuable insights from a cookieless targeting strategy to drive superior results across campaigns.

Below are some key findings from the case study:

• 300% higher CTR than the next best-performing line item (data hub)
• 57% lower cost per quality traffic compared to the next best-performing line item which is PMP Premium Publisher
• 65% lower cost per click compared to the second-best targeting alternatives.

Download the case study to learn more.