August 26, 2021

Mastercard and Teads Successfully Carry Out Cookieless Campaigns Across Mexico and South America

  • The Cookieless test campaigns were first implemented in Mexico, where they showcased the effectiveness of Teads’ solutions with excellent results for the brand.
  • After the success in Mexico, both companies agreed to implement other campaigns of the same nature in various South American countries, beginning with Chile and Argentina.

Miami, August 27, 2021 – Teads announced the results of the first Cookieless test campaign for Mastercard in Mexico in partnership with the media agency Carat, amid a transition deriving from the imminent removal of third-party identifiers in Chrome, the most used browser worldwide. This digital implementation is also the first of its kind for this brand in Latin America.

Through this campaign, carried out from May 1st to 31st of this year, Mastercard sought to position itself among debit card users as a easy, safe and easy-to-use tool. A segmentation was made of two groups of audiences with similar banking interests, finances and demographic characteristics; the only difference between them was the use of cookies in one group and the cookieless segmentation in the other. The campaign impacted over 10 million people in total.

Teads was in charge of selecting these audiences and carried out the analysis in both segments, which were exposed to three Mastercard ads in video and display formats.

In general, both audiences showed very similar results, with slight upward variations in cookieless segmentation, and a longer in-view time in the users exposed to the ads of 11.41 seconds vs. 11.37 seconds, as well as a click-through rate (CTR) of 0.39% in the cookieless ad vs. 0.38% in the ad with cookies.

The parity in metrics between both audiences is a practical demonstration of the trend foreseen by Teads: digital campaign effectiveness won’t be negatively impacted by the removal of cookies; what is more, the results are slightly better in worldwide standardized marketing metrics. In this cookieless test, it was also remarkable that the effective cost per 1 million impressions (CPM) was lower for the cookieless audience, which shows a cost efficiency through the implementation of these new methodologies.

Likewise, the video ads had a 79% completion rate, 19 percentage points above the average market in Mexico. That is, 79% of users watched through the entirety of the ad. Meanwhile, the viewable time of the video ad reached 81.78% versus the industry standard in  LATAM, which is 71%.

We know that nowadays, both users and brands have gained a higher sense of how personal data should be used in digital channels. At Mastercard, we are committed to adopt new technologies that allow us to increase security measures for the purpose of handling our consumers’ privacy. This has made us carefully assess alternative platforms that do not rely on the use of third-party cookies or device IDs for building our audiences. For this reason, we are proactively developing pilot tests in partnership with providers such as Teads to gain a better understanding on the best way to navigate this transition to a “cookieless” world, putting respect for privacy first and foremost, while optimizing the quality and efficiencies of our amplification plans”, commented Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

Putting at the center artificial intelligence and media platforms such as Teads’, which evolve for the purpose of reading and activating beyond cookies, triggers powerful insights that are at the centerline of the patterns that we are identifying, understanding and executing in each one of our results. It is possible to live without cookies, but we need to start testing audiences identified under other models and we need to be better prepared to use this circumstance in our favor”, commented Andrés Castillo, Regional Client Lead at Carat.

As a global media platform that acts as a liaison among brands, advertisers and content platforms, Teads has analyzed and put in place new campaign efficiency measurement and monitoring tools that segment users without third-party cookies, and in this case, Teads has tested the successful implementation of a campaign targeting debit and credit card users.

Today, we have planned cookieless tests with over 50 advertisers worldwide who want to check the effectiveness of these type of campaigns and who will be joining us in transforming the outlook of future digital advertising”, commented Eric Tourtel, CEO Latin America at Teads. “Mastercard has been agile in putting this new way of audience segmentation to the test, proving that the cookieless era will not wait until 2023, but instead, it is here already, and it has the same efficiency as traditional segmentation, and in some cases better results”.

Thanks to the results in this first campaign, Mastercard has announced the implementation of the same type of campaign in other Latin American countries in partnership with Teads. New tests are currently under way in other South American countries.

Click here for a deeper dive into Teads’ cookieless solutions or to book in your session with our data team.

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