ID-free Delivered 250% Lift in Conversions Against Cookie-based Targeting for Tombras

Dstillery, the leader in AI ad targeting, revealed today the success its privacy-safe ID-free® technology delivered for independent advertising agency Tombras in a recent ad campaign for one of their large retail brands. ID-free outperformed cookie-based targeting for the retail brand with 7.6x more impressions and 2.5x more conversions per dollar. The campaign’s success helps solidify Tombras’ goal of leading the agency and brand transition to cookieless advertising.

“Our collaboration with Tombras proves the exciting possibilities for brands to adopt new innovations in a pivotal industry transition away from cookies,” said Michael Beebe, CEO, Dstillery. “These results illuminate a compelling future for the programmatic advertising industry and allow us to rethink our assumptions about digital ad targeting. Indeed, they show that by applying AI, programmatic campaigns can outperform cookies in terms of performance and scale, without relying on user tracking, setting a new gold standard for user privacy.”

ID-free, the industry’s only ID-less behavioral targeting technology, uses Dstillery’s patented* AI technology to predict the value of an impression to a brand without knowing anything about the user. The technology uses AI to learn from browsing patterns detected in de-identified, opt-in panel data.

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Similar to how AI language models, such as ChatGPT, learn by predicting the next word in a sentence, ID-free learns by predicting the next website visit in an opted-in panel of anonymous users’ online journeys. The result is targeting that reaches any display ad impression with or without IDs and can be used to power a range of Dstillery products.

“We are proud to work with companies like Dstillery to redefine value and identity in an ever-changing landscape for our brands, no matter the vertical,” said Alexander Potts, SVP of Programmatic & Digital Investment, Tombras. “Dstillery is an essential partner in helping brands and agencies embrace innovative solutions like ID-free without sacrificing campaign results.”

Tombras, whose clients include Pods Moving & Storage, Orangetheory, RE/MAX, and Sally Beauty, activated ID-free with Predictive Bidding, an AI-powered methodology that predicts the exact value of an impression to the brand and how much they should bid for it, driving cost-efficient precision targeting at scale.

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