Dstillery Launches ID-free Custom AI

Dstillery, a custom audience solutions company, today launched ID-free Custom AI, a programmatic advertising solution powered by artificial intelligence to help advertisers reach their best customers without user tracking.

Dstillery's technology works by reaching ad impressions, not users, across all internet browsers. ID-free Custom AI is a form of behavioral targeting that uses AI to predict the likelihood of conversion based on signals like URL, DMA, and time of day.

"In a future without third-party cookies, brands will have to deliver a substantial proportion of all digital advertising impressions without user identifiers," said Melinda Han Williams, chief data scientist at Dstillery, in a statement. "This creates a clear need for solutions that deliver efficient targeting and scale, the two main reasons advertisers invest in digital advertising, regardless of the presence of a user identifier. ID-free Custom AI addresses this need today, allowing advertisers to identify the most valuable impressions for their brands while achieving a high ROI."

Extensive performance testing began in late 2020. AMP Agency and its client, Stop & Shop supermarket, were among the earliest customers.

"The future of digital advertising is constantly evolving. As an agency, we've worked to stay ahead of these trends to maintain our clients' ability to reach their target customers," said Samantha Weiss, vice president of data strategy and programmatic at AMP Agency, in a statement. "Dstillery's innovation in this area provides a clear alternative to third-party cookies, and AMP was a proud early adopter. We realized results from ID-free Custom AI every bit as strong as cookie-based solutions. The campaign performance for our client, Stop & Shop, has allowed us to assure other AMP clients that privacy-friendly signals can deliver results. That's a top priority for our clients and us given the changes coming in the advertising industry."

Other earlier testers saw the following results:

• In a sneaker brand retail campaign, ID-free targeting outperformed contextual targeting's cost per acquisition (CPA) by 73 percent.
• In a B2B logistics campaign, ID-free targeting outperformed contextual targeting's CPA by 83 percent and rivaled ID-based targeting's efficiency.
• ID-free targeting outperformed contextual targeting's CPA by 71 percent in a financial services campaign and outperformed ID-based targeting's CPA by 50 percent.

"We built ID-free as the solution to help brands continue to find their best customers and future-proof for a post-cookie web, but it's equally relevant today as a means to reach consumers that already lack identifiers," Williams added. "ID-free is a solution that brands should begin using now to complement their existing ID-based targeting efforts and have the best of both worlds."