FairPrice Group, holding over 60% of Singapore’s grocery market, sought to increase sales and find a future-proof audience targeting solution in light of third-party cookies being phased out. They turned to The Trade Desk, leveraging Unified ID 2.0 (UID2) for audience targeting without compromising privacy. By comparing two data onboarding methods—device IDs/mobile ad IDs and UID2—for their Deepavali campaign, FairPrice found UID2 offered superior performance, achieving twice the scale, a 33% lower custom CPA, and a 23% lower CPM, demonstrating UID2’s efficacy in reaching targeted audiences efficiently and at scale.

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