NIKIN turns to digital advertising without cookies from Drop8

Drop8, the communications agency based in Wollerau in the canton of Schwyz, Switzerland, has used its OneID solution for the first time in Switzerland as part of a 100 percent programmatic advertising campaign for NIKIN AG. The Swiss manufacturer of fully circular outdoor clothing from Lenzburg in the canton of Aargau integrated this publisher-independent identification solution developed by Drop8 into its Christmas 2024 campaign, according to a press release. “For us, this is not only a highlight of our own innovative capacity, but also a milestone in the further development of the digital advertising market in Switzerland”, as Drop8 writes in a LinkedIn post.

Programmatic advertising is a term used in online marketing to describe the fully automated and individualized purchase and sale of advertising space in real time. Based on the available user data, the user in question is shown advertising banners or commercials specifically tailored to them. OneID provides the data for this. Drop8 presented its central and local identification solution at the DEX24 digital conference just over 12 months ago.

NIKIN’s own customer data forms the basis of this. The stored email addresses are hashed and anonymized in a data clean room provided by the Zurich-based company Decentriq. This means that they are encoded using a hash function in a cryptographic process, which in contrast to conventional encryption is an irreversible process. “This innovative approach facilitates precise identification and segmentation of relevant target groups without having to rely on cookies or violating data protection guidelines”, explains Drop8 in the press release.

This enables “an unprecedented level of precision in terms of addressing target groups”: At NIKIN, the conversion rate, i.e. the percentage of visitors to the website who end up actually making a purchase, has grown by 12 percent. This has resulted in a quantifiable optimization of advertising expenses. According to Annina Marti, Performance Marketing Manager at NIKIN, this success reflects “the inherent potential of such future-focused partnerships”. ce/mm