With only 40-50% of the bidstream still containing IDs, brands need a scalability strategy. This holiday shopping campaign looked to drive incremental reach with scale.
The holiday shopping campaign leveraged Proximic by Comscore’s ID-free Predictive Audiences.
The holiday shopping campaign was monitored against competitor ID-based audiences.
The goal of the campaign was to explore incremental reach with scale.
Predictive Audiences drove 96% incremental reach over ID-based targeting with a 32% lower eCPM.
+96% Incremental users reached compared to the same ID-based segment
84% accuracy was confirmed when validating if users reached with the ID-free audience matched the targeting criteria.
ID-free audience ads appeared on higher quality inventory compared to the same ID-based audience