CairoRCS Media – the media company behind publications such as La Gazzetta dello Sport, Marca, and Corriere della Sera – has partnered with audience platform Permutive on cookieless targeting.
Working with Permutive, the CairoRCS data platform is able to monetise 100% of its audience, while respecting the privacy and safety of users, enabling the delivery of addressability in real-time.
“Thanks to the use of Permutive technologies we can respond with highly advanced and responsible advertising solutions to the profiling and targeting requests of our audiences,” said Uberto Fornara, CEO of CairoRCS.
“We create effective engagement between users and personalised advertising messages, promoting communications that not only intercept their interests but even anticipate their needs in a predictive way. All of this takes place on all our traditional digital media, including apps and connected TVs, but also through programmatic solutions where data finds its maximum expression.”
By leveraging first-party data, along with Permutive’s on-device processing, CairoRCS will be able to collect, model, and analyse data in real-time, without any third-party cookies or identifiers. And utilise publisher cohorts – users that a grouped together based on a shared characteristic – to make entire audiences addressable.
In early tests of the partnership, CairoRCS has seen an increase of 88% in clickthrough rate of first-party audience campaigns compared to standard web campaigns.
“We are proud to see CairoRCSMedia lead the charge in moving beyond third-party data towards sustainable first-party data strategies built on consumer consent for advertising,” says Joe Root, CEO and Co-founder at Permutive. “Publishers hold immense value in their unique data and insights and are primed to work directly with brands to build the future of privacy-led advertising.”
*Permutive is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
