University of Adelaide Advertising Campaign Case Study

This case study details the collaboration between the University of Adelaide and its media agency Hybrid, utilizing Adobe Advertising DSP and ID5 to enhance their advertising strategies. The primary objective was to expand the reach and effectiveness of their Undergraduate and Postgraduate campaigns across various web environments, including non-cookie-supported browsers like Safari and Firefox. By leveraging ID5's capabilities, the university implemented a privacy-first retargeting approach, which was automated through Adobe's AI models to optimize cost-per-acquisition outcomes. The results indicated a significant performance uplift compared to traditional cookie-based tactics, evidenced by metrics such as decreased bounce rates and increased average time on site. Additionally, the use of Adobe Analytics allowed for the creation of measurement workspaces that provided real-time performance comparisons. Overall, the initiative demonstrated the effectiveness of privacy-focused advertising strategies in driving engagement and quality traffic to the university's website.