Mumsnet's challenge

Mumsnet is known as the UK’s number 1 platform for parents. And so Anonymised’s challenge was how can the Anonymised Cross-Site Link enrich Mumsnet’s 1PD with cross-domain behaviours so that not just parent-related audiences can be addressed. non-endemic audiences can be built for incremental advertisers.

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At the same time, much of Mumsnet is consumed across Safari, which is 100% cookieless, and with Chrome now deprecating, Mumsnet was looking for a technical partner that could help them understand and monetise audience behaviour across all browsers. 
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The solution

We worked with Mumsnt to deploy the Anonymised tag across their site. In just a few months, we had mapped out over 80% of their audience with a stable identifier, giving the Mumsnet team detailed cross-domain insights on their audience.

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Through Anonymised’s existing demand relationships and the Anonymised dashboard, we were able to open advertisers' eyes to the wealth of new audiences Mumsnet had to offer. We facilitated the set-up of 3 new campaigns, delivering across a variety of audiences and all browsers. 

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All of this happened without disclosing any first-party data: just an aggregate, anonymised, yet accurate, representation of a segment.

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The results

29% uplift in CTR vs 3PCs (comparing Anonymised targeting vs 3PC in Chrome)

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4x increase in addressable reach (Anonymised were able to build and address new audiences across Safari)

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3x New non-endemic advertisers (Mumsnet were able to enrich their 1PD with Cross-Site behaviour, therefore building audiences for advertisers who previously wouldn’t have delivered across Mumsnet)

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Here’s what Nino Stylianou - Head of Programmatic Yield,  Mumsnet had to say

‍Working with Anonymised has been a great experience so far. Their platform enable us to discover our audience behaviours when they aren’t with us; revealing behaviours that we didn’t previously know were prevalent.

Their platform also enables quick and seamless activation and using Anonymised, we can bring non-endemic campaigns that previously we may not have got access to. We’re looking forward to doing more work with them!

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Interested in Anonymised?

Interested in finding out more information? Book a demo with out team and we can show you how.

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