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Find out all about Mail Metro Media’s award-winning first-party data model


By John McCarthy, Opinion editor

June 16, 2023 | 3 min read

The campaign won in the Best Commercial Innovation category at The Drum Awards for Online Media 2023.


Learn about Mail Metro Media award-winning first party data model

Mail Metro Media sought to develop an innovative and future-proof identity solution in response to the upcoming depreciation of third-party cookies.

The Brief

The publishing group wanted to unify and connect its audiences across multiple platforms, allowing advertisers to target and measure ads contextually. The objective was to create a solution that would seamlessly navigate the cookieless future and provide accurate and effective ad targeting.

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The Idea

To achieve this, Mail Metro Media leveraged its pre-existing first-party data and built DMG ID, a proprietary identity solution. DMG ID capitalized on the trusted user relationships it had developed over the years and connected audiences in real time across its news brands. It offered contextual ad targeting and measurement capabilities similar to cookies, ensuring that advertisers could engage Mail Metro Media’s loyal and engaged users with relevant messaging.

The Results

Since its launch, DMG ID has grown its number of large-scale cohorts from 160 to over 300. The unique browsers within cohorts have increased by 60% in the UK. Demo cohorts have doubled in size globally too and applying cohorts to ads has resulted in 20% higher click-through rates. DMG ID has opened up new creative opportunities for advertisers, with 60% of direct and preferred deals incorporating it. The solution helps tailor messaging to specific audiences, maximizing impact and achieving brand objectives.

Looking ahead, Mail Metro Media has developed DMG ID Trends, a tool that tracks content consumption trends among cohorts. This tool enables proactive campaign planning and more effective targeting of specific audiences. The goal is to expand DMG ID across more of their own audiences and industry-wide first-party solutions, providing flexible options for every brand, regardless of their data scale and maturity.

This campaign won at The Drum Awards for Media 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

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