Case Study: Dentsu achieves a 6% ROI lift and cookieless readiness with Integral Ad Science Context Control Targeting

Dentsu is Future-Proofing for a Cookieless World with Context Control Targeting

Dentsu, working on behalf of a major fashion retail advertiser, needed to future‑proof performance-driven campaigns for a cookieless world. The advertiser’s bottom‑of‑funnel activity relied heavily on retargeting and 3rd‑party data segments, and prior contextual PMP solutions failed to deliver the necessary scale or results, so Dentsu engaged Integral Ad Science to test a cookieless alternative.

Integral Ad Science’s Context Control Targeting—available in major DSPs with 200+ vertical, seasonal and topical segments—was activated across fashion and retail segments and tested for five weeks to drive online sales and new customers. The IAS solution accessed open‑web inventory and produced measurable improvements: week‑by‑week ROI rose from £35 to £68, delivering an average ROI of £53 (a 6% increase versus the £50 baseline) and 5.5% new customers in line with the KPI, leading Dentsu to make IAS Context Control a permanent part of the advertiser’s Always On strategy.

Dentsu