On August 27, 2019, Google published the results of a detailed study wherein they removed tracking or cookie features from the test group, to observe the impact on advertising and the general user experience. Amongst other things they noted that, “We saw a 21% increase in user clicks to close an ad by the treatment group (who encountered non-personalized ads). When prompted with a list of reasons why they wanted to stop seeing an ad, there was a 21% increase in user clicks on the reason “Not interested in this ad” and a 29% increase in user clicks on the reason “Seen this ad multiple times”.
Closer inspection of marketing technology and methodology have surged since Google’s press release of January 14 this year, cementing their suspected turn around on the use of 3rd-party tracking cookies. Many global advertisers have begun to lament the loss of such cookies as Google’s own research showed that, “users without cookies generate at least 37.5%, and up to 66% less revenue.” But the digital marketing industry has had a long time to prepare for the inevitable disappearance of 3rd-party cookies, and they won’t entirely vanish from the scene until 2022.
The point, quite besides any privacy concerns, is that cookie-based marketing hasn’t been the most effective methodology for some time now. Advertising agencies in-the-know have moved on to more technologically advanced and less invasive processes to secure mutual relevance between companies and the browsing public. The truth is that cookies weren’t all that they were cracked up to be in the first place. While they were certainly better than the digital equivalent of cold calling, there was ample room for improvement.
This is why the TMI Collective is pleased to announce an exclusive collaboration with SQREEM. The global innovator which just took home the 20th annual British Chamber of Commerce Singapore Business Awards.
Combining SQREEM’s groundbreaking technology with TMI’s many years of advertising expertise is simply a natural fit and one which is already showing seismic shifts in profitability for clients and accuracy for consumers. Mercedes-Benz South Africa enjoyed an engagement rate of 30% (outperforming Google’s display benchmark of 0.36% by 8000%). They acquired so many relevant, qualified leads that the call-centre requested the campaign be paused while they catch up.
SQREEM has built an AI platform able to grasp behavior, context, and logic, at levels of scale and complexity vastly beyond human capability and turned the process of identifying, targeting, engaging, and converting over three billion consumers across the world into a fully automated science. The AI is able to identify links and associations among vast, unstructured digital activities across any platform and determine macro-behavioral normalcy versus micro-behavioral abnormality.
The results are undeniable. 30% of static display ad impressions are typically lost to bots but SQREEM requires swipe interactions which guarantee a 100% human audience. The Google display click through rate is 0.36% while SQREEM delivers an entry CTR of 2%. Digital advertising is delivered via the ChannelSQREEM Brand Pod, similar in structure to a display banner ad, only leagues apart.
For the TMI Collective and SQREEM the future of marketing won’t be decided in 2022 by the forced disappearance of 3rd party cookies, these companies have already moved beyond and will continue to carry the torch into a bright future under the banner of Channel SQREEM.