GEDI - The context

After a successful initial roll out on the premium news publishing sites La Repubblica and La Stampa, this week GEDI and Anonymised signed a long-term partnerships to extend the collaboration to the entire GEDI and Manzoni networks of publishers. With a monthly audience of 30 million people, GEDI is one of the leading publishing groups in Europe. The company represents some of the most well-known Italian-speaking news and magazine publishers, as well as a variety of other TV channels and radio stations.

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GEDI's challenge

As a publisher at the forefront for technical innovation in audience measurement and targeting, GEDI was looking for a technical partner that could help them understand and monetise audience behaviour across the GEDI network of sites and beyond. Their primary challenge was the same as all publishers: how to best monetise audiences in cookieless environments, while protecting their first-party data and in full compliance with privacy requirements. GEDI saw this not just a business-critical priority for 2024, when Google will switch off their cookies, but also a huge short-term opportunity to bring incremental revenues from browsers like Safari and Firefox. Specifically, our work set out to answer the following questions: How much of their cookieless audiences can we map out with cross-domain insights? Can we ensure the stability of cross-domain ID’s? Can we deliver a genuine increase in campaign performance?

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How we solved it

We worked with GEDI to deploy their tag on two of the largest and most respected newspaper websites in Italy - La Repubblica and La Stampa. In just a few months, we had mapped out over 80% of their audience with a stable identifier, giving the GEDI team detailed cross-domain and cross-publisher insights on their audience. GEDI was then able to build audience segments the advertisers could target with appropriate marketing campaigns. All of this happened without disclosing any first-party data: just an aggregate, anonymised, yet accurate, representation of a segment. From our first phase of working with GEDI, the agencies that were targeting GEDI's inventory using anonymised segment data reported 3x more conversions compared to their prime contextual solution.

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The results

80% of their audience mapped in just 4 months
Cross-domain IDs more stable than cookies (but that can be deleted by the user)
+300% conversions compared on cookieless browsers to other solutions

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Interested in Anonymised?

We are excited to expand our partnership with GEDI, and help them monetise their audiences across domains. Our partnership will help establish anonymised data as a new, powerful technology publishers can use to reclaim their lost audiences, protect their first party data and protect consumer privacy without sacrificing campaign performance. Interested in finding out more information? Book a demo with out team and we can show you how.

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We are excited to expand our partnership with GEDI, and help them monetise their audiences across domains. Our partnership will help establish anonymised data as a new, powerful technology publishers can use to reclaim their lost audiences, protect their first party data and protect consumer privacy without sacrificing campaign performance.

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Want to see how Anonymised can power your inventory?