UID2 boosts ad efficiency as cookies fade and CTV grows

CNQR, a leading performance agency, has announced a significant advancement in its programmatic advertising and connected TV (CTV) services. The agency's proprietary technology, UID2, promises substantial efficiency gains and a reduction in wasted ad spend, particularly in the context of declining cookie availability and the rapid growth of CTV.

UID2 excels in integration with demand-side platforms (DSPs), delivering a performance uplift of around 20 to 30 percent compared to traditional cookie-based campaigns. This makes it particularly relevant in today's advertising landscape, where cookies are becoming less reliable.

CNQR's clients primarily come from highly regulated markets such as online sports betting and iGaming, with growing demand from e-commerce. The agency supports these clients in efficiently using their ad budgets and implementing innovative media strategies.

Artificial intelligence plays a crucial role in performance marketing, especially for repetitive tasks like reporting and competitive analysis. However, AI's efficiency gains are complemented by distinctly human strengths such as creative ideas, strategic thinking, and emotional intuition.

In the realm of CTV, conversions typically happen via a second screen through email-based retargeting. On average, four to five monthly touchpoints are required for effective retargeting. UID2 is not ideal for pure reach campaigns but is optimal for maximizing performance from existing reach.

CNQR's UID2 technology, combined with the agency's expertise in programmatic advertising and CTV, offers a powerful solution for clients seeking to optimize their ad spend and drive performance. As CTV continues to grow and cookies become less reliable, UID2's ability to deliver significant efficiency gains and reduce wasted ad spend makes it an increasingly valuable tool for advertisers.