Google | Project Pegasus

The Insight:
With increasing consumer privacy concerns and regulations in EMEA and NA we needed a solution to shift away from cookies and find a new way to target audiences. This holds true now more than ever as GDPR regulations are continually evolving and as a result consent rates are dropping substantially across the globe.

The Idea:
Pegasus is a Machine Learning tool that leverages the best of Google Marketing and Cloud platforms to serve hyper-contextual ad creative without the use of any Personal Identifiable Information (PII). Pegasus is able to scan publisher articles, extract relevant details and information from them, then apply those signals to advertising copy -- making the ad contextually adjacent to the article, not the reader.

The Results:
In our latest iteration of the program, Phase III, we delivered to a 70% contextualization rate KPI, where in previously we had achieved average contextualization rates between 6-52%, depending upon publisher.

My Role:
Executive stakeholder and Creative Lead, in partnership with lead agency Essence.