Master evolving third-party data. Our guide with Datonics debunks misconceptions, offers insights for data selection and respects privacy. Download now.
For jobs site Indeed, its efforts in using data clean rooms to reach audiences—and ultimately, grow revenue—are paying off.
Indeed’s revenue comes from employer sign-ups advertising job vacancies on its site. Thanks to its integration with Disney’s data clean room, the company has grown new audiences to convert to using its services, driving revenue that substantially exceeded campaign costs.
Via running ads on Disney’s Hulu platform, Indeed tested two separate audiences: job seekers and small, medium businesses (SMB) or employers. In doing so, the job site saw a 41% lift in job seeker audience converting to using its site, compared with control tests, and a 33% lift in SMB or its employer audience converting to using its site, compared with control tests. It wouldn’t share specific numbers.
“We wanted to understand if Hulu ads drive incremental users that those two teams care about, on top of what would happen in a baseline case,” said Joseph Zucker, senior manager, marketing analytics, Indeed.
Marketers are figuring out ways to manage signal loss as the clock ticks down on Google’s plans to deprecate third-party cookies for 1% of Chrome users early next year. Further, regulatory changes have made reaching audiences across the open web even harder for marketers. Disney’s data clean room sits within Snowflake’s technology and is interoperable with Habu’s software. By mingling its first-party data with that of Disney without disclosing personally identifiable information (PII), Indeed was able to access new audiences.
All agency holding companies and over 100 brands have used Disney’s clean room technology to match audience insights in a privacy-focused way, for planning, buying and measurement, a Disney spokesperson told Adweek.
Precision targeting drives audience growth
Indeed’s primary audiences are people creating profiles to apply for jobs, and businesses posting job listings, the latter making up its primary source of revenue.
In the fourth quarter of last year, Indeed ran two campaigns for both of these audiences via Disney’s data clean room, targeting the relevant cohorts at user-level data.
The job seeker campaign lasted the entire quarter, while the SMB campaign was live six weeks before Thanksgiving.