For an automotive campaign, 366 decided to work with Smart Traffik and First-id to measure the effectiveness of drive-to-store advertising campaigns across its inventory.
This type of measurement is complex because consumers constantly switch between digital and physical stores. Moreover, the multitude of touchpoints and the growing importance of privacy regulations complicate the process further.
Traditionally, drive-to-store campaigns have relied almost exclusively on app environments, which allow for precise measurement through the Device ID. While this method is effective, it has a major limitation: it only covers a limited portion of the audience, mainly because the majority of usage on premium sites now occurs via the mobile web.
Often overlooked, the mobile web is actually a crucial reach lever, enabling access to a much broader audience and optimizing campaign coverage.
In this context, Smart Traffik and First-id joined forces to implement an innovative measurement method capable of reconciling online and offline user journeys.
By using a unique identifier provided by First-id and activated by 366, Smart Traffik within their OKUBE solution was able to merge web and app journeys with physical store visits, without any tracking breaks.
This deterministic approach ensures reliable attribution, even in web environments that have traditionally been difficult to measure.
“Mobile web can no longer be considered a secondary lever when it comes to drive-to-store. On the contrary, it is a strategic and complementary channel to the app ecosystem, fully integrated into a 360-degree measurement approach.” – 366
The results are very promising:
- The cost per visit on the web with a unique identifier decreases by 31% compared to a measurement without an ID.
- The cost per visit on the mobile web in guerilla mode drops by 89% compared to standard web.
- Most importantly, the cost per visit on the web with an ID becomes equivalent to that of the app, marking an unprecedented performance level for mobile web.
These results demonstrate that the unique identifier not only replaces traditional methods but also enables more precise and reliable measurement, paving the way for high-performance omnichannel drive-to-store strategies.
🎥 Watch the video below of David Folgueira’s talk at the Future of Cookieless 2025 event, titled “ REINVENTING DIGITAL ADVERTISING IN THE POST-COOKIE ERA! ”
To watch the full event replay, [Future of Cookieless 2025 – Replay]