DMGT’s advertising business Mail Metro Media is boasting that it has collected enough data about its readers to not be affected by the end of publisher cookies on Google Chrome browsers next year.
In an event attended by Daily Mail proprietor Lord Rothermere and celebrity guests such as Spencer Matthews and Vogue Williams, senior members of Mail Metro Media highlighted the company’s reach.
Claiming advertisers with Mail Metro Media should ‘fear not’ the imminent end of third-party cookies, managing director for digital Hannah Buitekant pointed out the “unique advantages” offered by the company’s “3.5 terabytes” of first-party data.
Illustrating the extent of the business’s data and ad targeting capability, Buitekant said Mail Metro Media had delivered, “over 270 million clicks to merchant landing pages” over the previous year and had sold “over £180m worth of products on Amazon alone”.
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“Our commercial content, written by journalists, shows product recommendations have an average click-through rate of 30%,” explained Buitekant.
Supporting Buitekant’s figures, MMM chief revenue officer Dominic Williams added that the publications represented – which include Mail Online, Metro, the i, New Scientist and Daily Telegraph’s print advertising sales – collectively saw 188 million article views on the day of the coronations of King Charles.
The London showcase also allowed Mail Metro Media to introduce a new advertising dashboard, Dream, enabling advertising partners to make use of the company’s data.
MMM company insights director Luke Hand told attendees that Dream would work as a bespoke tool allowing ad clients to search through which campaigns had been effective under a certain theme.
“And finally, when it comes to media, a client could access our work which shows how news brands can and have influenced every stage of the purchase funnel, from inspiration through to purchase itself,” Hands added.
