Silver Trophy – Minted Award, December 2023
InIntermarché, leveraging First-id identifiers from four media groups, successfully targeted its audiences on Safari and Firefox. An innovative and sustainable solution anticipating the end of third-party cookies.
With the disappearance of third-party cookies on the horizon, Intermarché and Zenith tested First-id to reach otherwise invisible audiences on Safari and Firefox. Their objectives: engage the “Large Families” and “Budget-Conscious” segments, while controlling advertising frequency across sites.
Strategy
The campaign was deployed across 26 partner websites using DMPs to build targeted audiences via Xandr DSP. Cookieless delivery was executed exclusively on Safari and Firefox, with frequency capping powered by First-id identifiers to ensure consistent ad repetition.
Key Results
- 2 million impressions delivered, reaching 800,000 unique users
- Distribution: 86% Safari, 70% mobile
- Average frequency: 2.6 exposures/week per unique user
- 78% exclusive reach, powered solely by First-id identifiers
Innovation
This was the first cross-site cookieless campaign in France, proving the ability to deliver both exclusive reach and effective performance in a third-party cookie-free environment.