case

Trustmedia and Nestlé

our smart cookieless advertising solution

"We're excited to be a part of this local initiative. It's a great step towards our global goal of creating a cookieless future"

Elisabetta Gera,

E-Business Manager at Nestlé

Trustmedia works with top-notch media brands and is committed to delivering safe and effective campaigns using their valuable first-party data.

To make this happen, Trustmedia partnered with Adhese for five years and already created a secure system that doesn’t rely on third-party cookies in November 2021. This means Trustmedia can now connect directly with its clients without compromising their data or brand reputation.

Trustmedia is the sales house behind the business newspapers De Tijd and L’Echo. They’re all about delivering quality content that gets results. This project was a joint effort with Nestlé Waters and their media agency partners, Universal Media (IPG Mediabrands).

challenges

Advertisers today want to use data to create smarter campaigns. But they need to know exactly what’s happening with their data and where their ads show up. It’s particularly important that their brand image stays clean. That’s why Trustmedia is committed to a transparent process and keeping ads away from any inappropriate content.

solution

The San Pellegrino campaign was created with Nestlé Waters’ first-party customer data (with proper consent). The campaign was run using Adhese technology, both on agency and sales house side. This gave a complete picture of the campaign’s flow, traceable every step of the way.
To make sure all ads appeared in the right places, a strict list of approved websites based on Admantx was used. This helped avoid pages with content that could damage the brand’s reputation.
A combination of keywords relating to food and wine, and Nestlé Waters’ first-party data was used to target people of a certain age who fit the brand’s luxury customer profile.
Campaign performance was tracked by measuring things like brand awareness, interest, preference and purchase intent.

results

Data security is prioritised for both advertisers and publishers. Their valuable customer data can be leveraged in a smart, secure way.
The outstream video format grabbed people’s attention and saw a 13% higher completion rate than the industry standard. This means more people are likely to watch these ads all the way through.
These results were achieved without relying on third-party cookies.

“Onwards! Buy local! Very proud of this collaboration between Nestlé, UM, Trustmedia and Adhese. The very best thing about this campaign for me was the fact that we were able to run these ads in a setup that only required Belgian knowledge and Belgian-built tech. Strengthening our partnership with local publishers and local adtech companies. Keeping the investment of our advertisers within our own economy.”