CairoRCS Media achieves cookieless targeting with Permutive


Italian publisher CairoRCS Media today announced its cookieless capabilities in partnership with audience platform, Permutive, which enables the activation of audiences without using third-party cookies and without ever exposing consumers’ personal information.

CairoRCS Media owns the daily Corriere della Sera newspaper among many other titles.

Cookie-blocking browsers, regulators, and tech are giving users the tools, awareness, and choice to protect their data by opting out of data sharing. Today, only 30% of the open web is addressable.

CairoRCS Media

CairoRCSMedia’s platform offers an alternative solution to tracking and identifying users across the web for advertising purposes.

Working with Permutive, CairoRCSMedia’s data platform can monetise 100% of its audience in the moment so that advertisers can activate all the audiences they planned for while respecting privacy and user consent.

By leveraging first-party data and Permutive’s on-device processing, CairoRCSMedia can deliver addressability at speed and scale.

On-device or Edge processing minimises the data that leaves a user’s device by processing and anonymising it on the device itself, where AI models can learn from an immediate stream of up-to-date data.
CairoRCSMedia can collect, model and analyse large volumes of data that update in real time, with no links to third-party cookies or IDs.

And via cohorts – users that are grouped together based on a shared characteristic within a publisher’s environment – the publishing group can strengthen and action their valuable first-party data – making entire audiences addressable.

The group’s programmatic capabilities can boost personalised advertising and respond to the client’s needs where other solutions can’t support the audience targeting and/or the level of data quality requested.

CairoRCSMedia has already seen positive results with an increase of 88% in the performance (CTR) of first-party audience campaigns compared to standard web campaigns.

“Thanks to the use of Permutive technologies we can respond with highly advanced and responsible advertising solutions to the profiling and targeting requests of our audiences,” said Uberto Fornara, CEO of CairoRCS.

“We create effective engagement between users and personalised advertising messages, promoting communications that not only intercept their interests but even anticipate their needs in a predictive way.

“All of this takes place on all our traditional digital media, including apps and connected TVs, but also through programmatic solutions where data finds its maximum expression.”

Joe Root, CEO and co-founder at Permutive, said: “We are proud to see CairoRCSMedia lead the charge in moving beyond third-party data towards sustainable first-party data strategies built on consumer consent for advertising.”

“Publishers hold immense value in their unique data and insights and are primed to work directly with brands to build the future of privacy-led advertising.”