CASE STUDY

DPG Media - Seamless Ads & the Cookieless Future

ABOUT

DPG Media is Belgium and the Netherlands' largest media group, formed through the merger of Medialaan and De Persgroep. Headquartered in Antwerp and owned by the Van Thillo family, the company operates more than 80 news, entertainment and information brands across print, digital, radio and television, reaching around 15 million people every day.

CASE SUMMARY

The source material here is a DPG Grow blog post (a live webpage), not a standalone branded PDF report like the other case studies — worth confirming with DPG whether they're happy for this article (or a PDF version of it) to be the downloadable asset, since “direct download of the original branded report” assumes a PDF exists. Separately, DPG Media does not have one unified global LinkedIn page (only country/division-specific pages) — “DPG Media Nederland” is used above as the largest and most relevant, but worth confirming that's the preferred one.

SOCIAL

Website: dpgmediagroup.com
Linkedin: linkedin.com/company/dpg-media-nl

DOWNLOAD

Full Case Study

With Google phasing out third-party cookies in Chrome, DPG Media wanted brand measurement it could rely on regardless of the cookie landscape, and a way to prove the impact of its rich Seamless ad format. Using Brandfacts, its ongoing brand lift research programme powered by Brand Metrics, DPG Media set out to measure how Seamless ads perform against a standard open-web campaign.

Methodology

Brandfacts measures brand lift without relying on third-party cookies, tracking awareness, consideration, preference and purchase intent the same way Brand Metrics does with publishers worldwide. DPG Media compared its own Seamless ad format, running on its Trusted web environment, against average brand lift for open-web campaigns and for DPG Media as a whole.

Datapoints & download hook

The results were striking: Seamless ads on the Trusted web delivered 13.19% brand lift, more than double the 6.8% seen from an average open-web campaign, with 1.5 times more consideration uplift and around 1.6 times more purchase intent uplift than ads on other sites. Download the full report to see how the Trusted web and Seamless format each contribute to that result.

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