Discover how Renault Group, OMD, Utiq, and Equativ achieved +25% incremental reach and reduced media waste by 20% using privacy-safe, cross-publisher frequency control in a cookieless environment.
Incremental Reach
Privacy Frequency Control
Media Waste / Cost Optimization
In partnership with OMD and Utiq, the campaign leveraged a consent-based identifier activated through Equativ’s curation layer to enable cross-publisher frequency control across guaranteed programmatic deals.
As third-party cookies continue to disappear, automotive advertisers face growing challenges in managing reach, frequency, and efficiency across premium publishers. For Dacia, part of Renault Group, this challenge became especially clear during its “Dacia Open House” digital display campaign, where independent publisher-level frequency caps led to duplicated impressions and wasted spend.
To address this, Dacia partnered with Equativ, alongside its agency OMD, to test a new, privacy-first approach to cross-publisher frequency management. By activating a shared, consent-based identifier and leveraging Equativ’s curation and deal orchestration capabilities, the campaign introduced unified frequency control across multiple guaranteed programmatic deals — an industry first at scale.
Rather than over-serving the same users across publishers, impressions were intelligently reallocated toward new, high-value audiences. The result was a more efficient, transparent, and future-proof media strategy that improved reach while preserving the predictability of premium programmatic buying.
Through the innovative use of Equativ’s curation layer and Utiq’s identifier, OMD and Dacia have moved beyond the limitations of traditional frequency capping—delivering a more respectful, efficient, and results-driven experience for the modern automotive consumer.
Product
Maestro by Equativ
Audience
Automotive intenders and in-market vehicle shoppers
Campaign Goals
Region
Europe
The campaign delivered clear, measurable improvements in reach efficiency and media performance, validating a new model for identity-safe programmatic execution.
The campaign achieved:
Maestro Activation by Equativ demonstrated:
By combining deterministic identity, curated deal execution, and Equativ’s orchestration layer, Renault Group and Dacia unlocked a smarter, more efficient way to engage automotive audiences — without compromising privacy, scale, or premium inventory access.
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