Intermarché tested a combination of semantic contextual targeting and media retargeting using a deterministic ID solution for its acquisition campaign. The advertiser is thus addressing the challenges posed by the phasing out of third-party cookies for targeting and measuring its digital campaigns.

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Context

With the rapid evolution of digital advertising and the recent phasing out of third-party cookies, traditional ad-targeting strategies have been called into question. This transition marks a major turning point for advertisers, requiring them to adapt quickly and innovatively in order to maintain the effectiveness of their digital advertising campaigns.

Aware of these challenges, Intermarché tested various cookie-free targeting solutions. Among these, semantic contextual targeting proved to be effective. The idea was to determine whether adding media retargeting could boost the performance of its contextual campaigns. The aim was to increase the average exposure rate per user—which is naturally low for contextual advertising—in order to generate higher recall and engagement rates.

Project

To measure the impact of media retargeting, an A/B test was carried out. Two campaigns were launched:

• A 100% context-based campaign
• A contextual campaign using universal IDs via First-ID

Results

The collection rate for universal identifiers proved to be excellent, reaching 60% compared with the usual 40–50% for third-party cookies in similar scenarios.

Whilst the 100% contextual campaign generated an excellent site arrival rate, the addition of media retargeting via FirstID identifiers increased this KPI by over 22%. This improvement resulted in a significant reduction in cost per visit and a notable increase in the final conversion rate.