Acquire future-proofs audience targeting with first-party data and Oracle

One of New Zealand’s most respected advertising agencies, Acquire offers full-service media activation, in-depth data analysis, interactive reporting, and machine learning capabilities to garner better ROI for its customers’ digital advertising efforts. With over a decade of experience, the company combines industry knowledge with cutting-edge technology to deliver what is most important to customers: results.

With almost 60% of the world’s population active on the internet, the opportunity to reach new audiences is vast. But finding reliable ways to target audiences is a growing challenge, as data privacy regulations are rapidly diminishing the value of third-party data. With third-party cookies set to be phased out, Acquire recognized the need to establish a sustainable and contextual advertising strategy that would prepare the company for the road ahead.

Acquire wanted to amplify the value of its first-party data to build cookieless targeting strategies and help its customers reach the right audiences in brand-safe environments.

After months of A/B testing various vendors, Acquire selected Oracle Advertising as well as Oracle Contextual Intelligence because of its robust contextual analysis capabilities. The software’s multidimensional analysis of text, behavior, image, and video went above and beyond the competition.

In addition, Acquire chose Oracle Moat to provide analysis and insight on campaign performance.

Oracle Advertising has allowed Acquire to generate greater campaign results for its customers while also creating a sustainable advertising strategy for its own future. With Oracle’s customized segments in Contextual Intelligence, Acquire saw a 23% lift in click-through rate and a 35% drop in cost per acquisition compared to off-the-shelf contextual segments. As a result of more qualified advertising leads, time on site also increased by 7%, reinforcing the theory that a highly targeted audience drives better engagement. Acquire also matched unique, unexpected segments to brands’ target audiences that, despite initial skepticism, saw favorably high CTR.

By enriching contextual targeting with first-party data, Acquire was able to constantly and consistently refine the contextual audience segments. The company identified trending content that aligned with a customer brand’s audience and adjusted the campaigns accordingly.

With Moat’s automated alert system, the company was able to optimize campaigns in areas that were underperforming. Thanks to this capability, Acquire increased viewable conversions by 45%. In addition, these report insights allowed Acquire to optimize toward genuine attention rather than just viewability, and its overall attention quality score jumped from 26% at the beginning of the campaign to 42% by the end.