Mumsnet, leading platform for parents in the UK, faced the challenge of attracting non-traditional advertisers and expanding their own audience insights. With the help of Anonymised technologies, the company found a solution allowing the use of first-party data (1PD) to build new segments.

Mumsnet's Goals

Mumsnet is known as the leading platform for parents in the UK. The main goal was to use cross-domain enrichment with first-party data to gain insights into an audience different from the typical one for this site (parental). At the same time, a significant portion of Mumsnet's traffic comes from the Safari browser, which does not support third-party cookies, and with future Chrome updates in mind, Mumsnet needed a technical partner to understand audience behavior across all browsers and effectively monetize it.

Solution

Mumsnet integrated Anonymised technologies onto their site, and within a few months, they were able to segment over 80% of their audience, providing the Mumsnet team with detailed cross-domain data about their audience. With this new information, they were able to open advertisers' eyes to a new audience that Mumsnet could offer.

Results

A 29% increase in CTR compared to advertising with third-party cookies in Chrome, a 4x increase in available audience in Safari, and the attraction of three new advertisers. All of this was achieved without disclosing any first-party data — only aggregated, anonymized, yet accurate segment representation.

Testimonials

Nino Stylianou, Head of Publisher Programmatic at Mumsnet, noted: "Collaborating with Anonymised has shown excellent results. Their platform allowed us to understand the behavior of our audience and find new advertisers that were atypical for us. We look forward to further collaboration!"