Good Apple, a leading media and measurement agency, was working with a top health brand seeking to increase awareness of its dental care solutions among HCPs. To futureproof its programmatic capabilities in light of the deprecation of cookies, Good Apple partnered with PulsePoint to test the efficacy of cookieless, alternative ID-based targeting compared to a cookie-based HCP targeting campaign.
Their first campaign targeted HCPs using third-party cookies, while the second leveraged PulsePoint’s fully integrated alternative ID vendors to ensure they were reaching HCPs in a privacy-safe way. Good Apple split the budget evenly between both approaches, giving them a unique opportunity to conduct a clean A/B test. Read the full case study to see their results.
