Advertising DMP tripled its addressable audience and deepened profiles despite tracking limits

Client

The client is a data management platform working with DACH advertising audiences. They collect, clear, and organize identity-reach data to fuel ad campaigns with compliant, high-quality audiences.

Challenge

The client utilized an advanced stack to collect and manage their data. Yet, they faced a significant audience gap – as their stack couldn’t recognize visitors with cookies disabled, or those using ad blockers and private browsing (VPNs, incognito mode, or browsers like Tor and Brave). As a result, their audience reached less than 40% of the overall audience.

The client needed to uncover more addressable audience, uplift CTR and conversions, and achieve ad ROI growth.

Solution

Adenty integration made the client’s existing stack resistant to:

• Anonymity techniques such as VPNs, incognito mode, and private browsers. The client team can now detect anonymous visitors, recognize them across sites and sessions, and attribute their data to the right profiles – all with 99% precision. Increase of audience coverage and profiles depth are key deliverables there.
• Cookie failures and browser storage instability. Even if cookies disappear or browser storage is cleared or blocked, the client doesn’t lose track of visitors and continues audience data collection seamlessly.

With Adenty, the client detected three times more returning visitors than with alternative identifiers (IP+ user Agent, cookies, Google Analytics). Moreover, they are now able to recognize visitors across multiple websites and up to 2.8 times longer, collecting more detailed visitor profiles for ultra-precise ad targeting and ad personalization.

Results

• x3 addressable audience reach, x2.8 longer visitor recognition, extensive audience data enrichment 
• 37% average increase in visitor profile depth (this refers to the amount of data collected for each visitor.)
• +23% ad ROI boost within three first months of Adenty usage

With non-stop, anonymity-resistant visitor tracking, the client uncovered a previously unaddressed audience, increased the audience quality and engagement rate by segment, which resulted in measurable ad revenue growth.