Personalised ads with no personal data
GOOGLE AND PROJECT PEGASUS
With the introduction of GDPR regulations in Europe, personalisation in online media is fraught with privacy risks, but how do you create personalised ads that don’t rely on users’ data? Project Pegasus, first piloted in the UK with The Guardian and is a breakthrough in solving this puzzle and created the first ever truly contextually relevant adverts.
WINNER:
Campaign Tech Awards 2020: Best Use of Creative Personalisation
Performance Media & Marketing Award 2019
WPPed Cream 2019 Award
GOOGLE HOME MINI WAS THE PERFECT CANDIDATE FOR THIS BITE-SIZED, RADICALLY USEFUL, TEST OF TECHNOLOGY.
TEMPLATED, DYNAMIC COPY FRAMED USE CASES FOR GOOGLE HOME IN A VARIETY OF CONTENT CATEGORIES: RESTAURANTS, RECIPES, FILMS, TRAVEL, SPORT, ART AND DESIGN.
BY ALLOWING THE AD TO HAVE A CONVERSATION WITH THE PAGE CONTENT, AS OPPOSED TO SHOUTING OVER IT, WE BROUGHT MORE VALUE TO BOTH THE GUARDIAN’S JOURNALISTS AND CONTRIBUTORS, AS WELL AS TO THE MANY FEATURES OF GOOGLE HOME MINI.
It works by reading publisher data (using Google Cloud) and automates the production of creative tailored to individual articles on publisher’s site. An inaugural campaign for Google Nest smart speakers served 300,000 dynamic impressions that were adapted to the web page’s content and yielded strong results: 5.2% increase in purchase consideration and a 5.1% lift in category understanding.