Case Study: DRHAT (French Army) boosts data collection by up to 20% and lowers acquisition costs with Commanders Act Server‑Side CDP

The French Army entrusts the migration of its data infrastructure to Server-Side to Dentsu Public and Commanders Act

The French Army’s HR division (DRHAT) partnered with Dentsu Public and Commanders Act to modernize its recruitment marketing amid growing adblocker use and the phase‑out of third‑party cookies. Tasked with recruiting up to 16,000 people and improving campaign measurement, the team needed a browser‑independent, GDPR‑compliant way to collect and activate first‑party signals across TikTok, Snapchat and Meta.

They implemented a Server‑Side tracking architecture and the Commanders Act X CDP with integrated consent management to centralize, clean and exchange standardized data. The move boosted signal collection (+20% on Snapchat, +8.8% on Meta), cut customer acquisition costs (-16% TikTok, -10% Snapchat, -4.7% Meta), tripled conversion on DataWork, improved algorithmic targeting and delivered better visibility and web performance.

DRHAT

Lieutenant Franck LAMENDIN

Head of Data Strategy Section