Success factor SUGARLESS

A world without third-party cookies - unimaginable some time ago, soon to become reality. "Sugarless" is the name of the cookie-free solution with which BurdaForward has been making a name for itself for some time. The special feature: "Sugarless" works entirely without cookies, i.e. without consent, complies with data protection laws and is user-friendly. Now, in an advertising effectiveness study with ASUS and Cyberport, the Burda subsidiary's context- and content-based system is showing that it can more than keep up with the previous outdated targeting methods.

In cooperation with Cyberport and ASUS, the Sugarless system was now able to impressively demonstrate its effectiveness. Various targeting options were compared for the sales-oriented campaign. In the context of an advertising effectiveness survey, this enabled well-founded insights to be gained into the possibilities of contextual targeting.

Triple higher conversion with Sugarless

For the analysis of the campaign, the entire customer journey up to the conversion was considered, because BurdaForward wanted to know exactly: How many users who were on the website actually bought the product offered? While the click-through rate (CTR) remained the same across all groups, Sugarless Contextual targeting performed extremely strongly when looking at the effectiveness of clicks: the group addressed with BurdaForward's proprietary solution resulted in almost three times higher conversions compared to the group without targeting. Furthermore, the results show that a context-based click using Sugarless technology is significantly more valuable than an alternative market-standard context targeting that was also tested. In the context of the study, the BurdaForward system still resulted in nearly twice as high conversion rates compared to the external context provider used in parallel. The Sugarless technology thus proves that it can analyze contexts more accurately than other providers and provide them for effective campaigns.

Sugarless targeting increases purchase decision

A convincing picture also emerges from the results of the accompanying advertising impact study: Sugarless targeting illustrates how strongly the right contextual targeting influences the purchase decision: The advertising media contacts generated with Sugarless increased the purchase intention fourfold compared to the alternative provider or advertising placements without targeting.

"The Sugarless campaign achieved an attractive reach for us in combination with a convincing conversion rate. In addition, we received competent support from the contacts at Burda Forward throughout our Sugarless test," says Anne Fröhlich, Head of Marketing, Cyberport GmbH.

We started looking at a cookie-free world extremely early. With our machine learning technology "Sugarless", we have now proven that cookie-free targeting methods deliver demonstrably convincing performance in practice. We are thus already offering advertisers future-proof solutions for the post-cookie era.“