Case Study: FairPrice achieves 2x scale and lower CPA with The Trade Desk's Unified ID 2.0

FairPrice Singapore prepares for a cookieless future and drives stellar results with Unified ID 2.0

FairPrice, Singapore’s largest grocery retailer, needed a future-proof way to improve sales, conversion, and audience targeting as third-party cookies were phased out. Working with The Trade Desk, the company looked to activate its first-party data more effectively and support performance-driven campaigns across channels.

The Trade Desk implemented Unified ID 2.0 (UID2) with Identity Alliance and lookalike audience strategies for FairPrice’s Deepavali campaign, comparing hashed email onboarding through UID2 against device IDs and MAIDs. The UID2-based audience delivered stronger results, including 2x scale, 1 million more potential users reached, 33% lower CPA, and 23% lower CPM, showing better efficiency and reach for FairPrice.

FairPrice

Nguyen Vo Trung Hieu

Head of Performance Marketing