A Mercedes-Benz USA (MBUSA) digital advertising campaign for its certified pre-owned cars (CPO) in dealerships has validated software technology which protects consumer privacy much to the delight of its supplier.
US-based advertising technology company, Perion, says its SORT technology achieved the need of MBUSA for a solution that protects user privacy, while outperforming traditional third-party cookies and the contextual targeting click-through rate (CTR) by more than 58%.
“We are thrilled by the validation of SORT by MBUSA. Mercedes-Benz are part of huge trend of advertisers that recognise consumers increasingly favour brands which protect their privacy,” Perion chief executive Doron Gerstel says.
“We will continue and invest to lead this trend by providing privacy first targeting technology and superior performance results,” Gerstel says.
“Mercedes-Benz USA is always looking for unique creative experiences and first-to-market technologies to take our campaigns to the next level,” MBUSA media supervisor Ashley Epperson.
“Utilising immersive high impact formats including live CTV, coupled with the privacy-compliant targeting solution, SORT, we were able to stand out, reach entirely new audiences and see a 70% increase in brand interactions,” Epperson says.
The goals of the campaign included driving awareness of MBUSA’s CPO vehicles and sales event; educating consumers on the benefits of CPO vehicles; and generating interest in owning CPO vehicles among existing and new customers to deliver intent and action.
To assess the ability of SORT to meet MBUSA’s high standards of privacy and performance, it was tested against both third-party cookies and contextual targeting.
In both cases, starting in February 2022 and finishing in July, the SORT software outperformed the other tactics by 58% in click-through rates (CTR) – all which generated significant traffic to the CPO landing page according to Perion.
It says the technology delivered exceptional success with more than twice the delivery against conventional methods while protecting consumer privacy and providing total anonymity by not tracking or storing user data.
As a proprietary AI solution, Perion says that the SORT software analyses real-time, cookie-less data signals to identify users with shared traits and classify them into a “Smart Group”.
The data signals provide information on the user the moment they land on a page. People who share attributes respond similarly to advertisements, allowing Undertone to predict performance and optimise the campaign.
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