The agency turned to Lotame for high-quality audiences to target in this first cookieless video campaign. Lotame Data Exchange audiences created for the campaign included demographics (gender, age), and consumers interested in family and parenting, home and garden, health and fitness and sports. Both cookie segments and cookieless segments (using Lotame Panorama ID™) were shared with Xaxis and its SSP PubMatic. In turn, PubMatic created Deal IDs for the audiences to set up the A/B test. Those Deal IDs were made available to Banana Boat through Xandr’s Invest DSP to target.
Case Study: Latin America | CPG
Banana Boat Future Proofs Data Targeting and Scale in Cookieless World
Explore their success story
DATA MARKETPLACE BUYERS
Industry-wide collaboration proves cookieless targeting works today
Sunscreen brand Banana Boat’s portfolio of products are designed to provide safe, high-quality sunscreen. The brand relied on programmatic audience targeting to reach its audience at scale and with precision across the open web. With the loss of third-party cookies on the near horizon, the brand worked with its agencies Wavemaker and Xaxis Miami to seek out innovative solutions to future proof addressability across all browser environments. Xaxis enlisted the help of several partners to launch its cookieless campaign — Lotame, Xandr’s Invest DSP and PubMatic — in a show of what industry-wide collaboration can accomplish.
Prove performance and scale of programmatic audience targeting in cookie-restricted environments
Lotame Data Exchange
Lotame Panorama ID
94% VCR with Panorama ID
Beat Viewability benchmark by 34%
83% Viewability in Safari/Firefox
Cookieless targeting not only worked but delivered increased scale across all browsers, cookie-restricted and cookie permitting. Banana Boat and Xaxis intend to continue targeting in this method based on the outstanding results.
Not only did Lotame facilitate a multi-pronged collaboration among partners, but we successfully proved that audience targeting delivers on our marketing KPIs and scales in cookieless environments. This is an example of our commitment to provide the best solutions available in the market to the clients that trust in us.”
Juan Morón Vélez CEO, Xaxis LATAM
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Banana Boat video creative
94% Video Completion Rate (VCR) in Safari/Firefox vs 84% for cookies
More efficient VCR across all browsers
12% increase in VCR in cookie-restricted environments and higher View-Through Rates (VTR)
34% higher average Viewability than benchmark
83% Viewability in Safari/Firefox vs 61% for cookies
It’s been an amazing opportunity to work together with Lotame, Xaxis and PubMatic, proving that cookieless solutions can deliver excellent results as the ones obtained for Banana Boat using Xandr’s Invest DSP.”
Senior Director LATAM Xandr