Lower Effective Cost-Per-Acquisition (eCPA)
Higher Return-On-Ad-Spend (ROAS)
Why Adform:
Tastes of Chicago (ToC) is an e-commerce food service that specializes in shipping Chicago’s Iconic eats across the US. With increased focus on data driven initiatives, ToC needed more insights into their display investments. To support their evolving needs, ToC switched to Adform’s managed service model to help develop strategies for their digital display campaigns. With the Adform platform and access to their data, ToC was able to optimize their media investment to improve reach to their target audiences
Challenges:
As ToC was onboarded, the Adform team quickly observed an opportunity to improve targeting based on the specific browser usage of their customers. With 45.3% of ToC’s customers coming from Safari and Firefox browsers, it was clear the team would retain a blind spot if they relied solely on cookie data to inform their targeting strategies. Third-party cookies have traditionally been the primary way in which online users were identified. This tracking served ToC well, but the team knew they needed to move beyond third-party cookie tracking. Safari browsers started blocking third-party cookies in 2013 and after multiple delays, Google will be deprecating them in 2025. Advertisers have been scrambling around to find an alternative solution and ToC wanted to stay ahead of the curve. Finding an innovative ID Solution is essential for all advertisers, not just to safeguard against the future deprecation of third-party cookies on Chrome, but to rediscover the previously hidden audiences on Safari.
Solution:
Adform ID Fusion acts as a ‘universal translator’ for the multiple first-party based IDs that have emerged to replace third-party cookies. With ID Fusion, Tastes of Chicago could identify Safari users and apply frequency caps, driving better efficiency from their media spend. As a result, the campaigns could achieve incremental reach and boost conversions.
Dina Louie
Director, Paid Media and Digital Channels
“There are only so many hours in a day, and only one of me. Adform has become an extension of my team. They’ve been critical in extending our reach, and their efforts complement our marketing initiatives in a way that makes sense for our business. They don’t take a cookie cutter approach and push what’s worked in the past with other partners. They’re open to hearing feedback on performance from our point of view and collaborate to ensure our campaigns adjust to the market in a timely manner. Through increased data transparency and cross collaboration, we’re now extracting maximum value out of our digital display initiatives.”