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How Fitbit Achieved Higher Return on Ad Spend via People-Based Marketing

A people-based marketing success story

Fitbit, a leading health and fitness technology brand, looked to Index Exchange and LiveRamp to launch a people-based marketing campaign that proved the power and value of advertising without cookies.

The opportunity

To prepare for the deprecation of third-party cookies, Fitbit turned to people-based marketing to reach their high-value audiences while still being able to effectively measure outcomes. 

The solution

Specifically, Fitbit leveraged LiveRamp®’s integration with Index Exchange via Matched Audiences™ to reach their high-value audience with a deal ID built to leverage the LiveRamp Authenticated Identity Infrastructure. This integration meant that Fitbit could match their audience with high-quality publisher inventory without the need for third-party cookie syncs.

The outcome

The business outcomes were an overwhelming success for Fitbit. Via a test that compared reaching audiences through cookies and through LiveRamp, the latter was found to yield significantly improved business outcomes.  Not only was Fitbit able to transition seamlessly to reaching their audiences without third-party cookie syncs, but they could also achieve 2X higher return on ad spend (ROAS) compared to cookie targeting.

Together with LiveRamp and Index Exchange, Fitbit was able to:

  • Achieve 2x higher ROAS
  • Decrease cost-per-page view (CPPV) by 34%
  • Increase average order value (AOV) by 13%

Index Exchange

This post was published by the Index Exchange editorial team.

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