Samsung and Publicis Media revolutionize cross-publisher advertising with Decentriq

Samsung recognized the immense potential of activating its first-party data to create highly personalized and impactful advertising campaigns. However, maximizing the value of this data required an innovative and privacy-compliant solution to connect with audiences across multiple publishers.

Traditional data collaboration methods often fell short, as they could not ensure compliance with stringent GDPR regulations or enable seamless cross-publisher activation at scale. Samsung needed a solution that not only safeguarded customer privacy but also unlocked the full power of its first-party data by facilitating accurate audience matching and targeting across diverse media channels.

This challenge was further compounded by the increasing complexity of audience segmentation and the need for real-time updates to maintain relevance and engagement. Samsung sought a cutting-edge approach that could address these demands while paving the way for scalable, future-proof advertising strategies.

Samsung partnered with Publicis Media, Decentriq, and United Internet Media (UIM) to implement a cutting-edge data clean room solution. This collaboration utilized Decentriq’s secure and privacy-compliant platform to facilitate automated first-party data matching across multiple publishers, including UIM and Ad Alliance. The key innovation was the integration of netID, a privacy-friendly identifier, enabling seamless and GDPR-compliant data matching.

The campaign process included:

• Daily automated matching of Samsung’s anonymized CRM-based first-party data segments with netID-based data from UIM.
  
  
• Activation of matched audience segments for programmatic advertising across participating publishers.
  
  
• Deployment of 13 first-party segments and corresponding lookalike audiences created with Decentriq’s solution.

Samsung utilized a combination of ad creatives, targeting both existing and potential new customers. This strategic integration of first-party data with ID-based targeting allowed for precise and impactful audience engagement.

The results of the 16-day campaign underscored the transformative potential of Decentriq’s data clean room technology:

• Samsung successfully reached three million existing customers and over one million potential customers through lookalike segments.
• The campaign demonstrated that privacy-compliant data matching can unlock scalable personalization strategies across publishers without relying on third-party cookies.
• The approach enhanced the value of Samsung’s customer relationships and allowed for effective cross-selling opportunities.

Both Samsung and its partners expressed their satisfaction with the innovative approach:

Ilias Ntinas, D2C Analytics & Insights Manager at Samsung, emphasized, “Our audience segments were significantly improved through a GDPR-compliant data matching process. The combination of ID-targeting methods and a data clean room approach meets the challenges of a future without third-party cookies head-on.”

Sven Wegholz, Director Data Driven Marketing at Publicis Germany, noted, “We enabled Samsung to execute highly targeted campaigns outside of walled gardens. Through our Decentriq approach, we enhance Samsung's holistic data strategy and the strategic value of their first-party data.”

Decentriq’s data clean room not only facilitated this groundbreaking campaign but also set the stage for future innovation. UIM and Publicis Media plan to expand their ID-based implementations, further leveraging this proven data strategy.