Case Study: The University of Adelaide achieves stronger privacy-first campaign performance with ID5 and Adobe Advertising

The University of Adelaide boosts engagement 5x and cuts CPV 70% with ID5

The University of Adelaide, in partnership with its media agency Hybrid, faced the challenge of extending its digital advertising campaigns to privacy-focused browsers like Safari and Firefox without sacrificing performance. Their goal was to personalize ads and increase campaign scale in an evolving privacy landscape that limits third-party cookies. They worked with vendor ID5 and utilized its identity solution through the Adobe Advertising DSP.

The solution involved using the Adobe Advertising DSP's native capabilities powered by ID5 to activate retargeting audiences across all browser environments. ID5's technology enabled the university to seamlessly target users on browsers that do not support third-party cookies. This approach resulted in a significant performance uplift, including a 79% decrease in bounce rate, a 5x higher average time on site, and a 70% reduction in cost per view.

The University of Adelaide