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Mercedes-Benz USA’s ESG Initiative: Protecting Consumer Privacy with Successful Ad Campaign

Perion Network Ltd. (Nasdaq & TASE: PERI), a global advertising technology
company whose synergistic solutions are delivered across the three primary
channels of digital advertising – search, social media and display / video /
CTV advertising, today announced the results of a digital advertising
campaign for Mercedes-Benz USA (MBUSA), a vehicle automotive brand
responsible for the distribution, marketing and customer service for all
Mercedes-Benz products in the United States.

“We are thrilled by the validation of SORTT by a global icon like MBUSA.
Mercedes is part of huge trend of leading advertisers who recognize that
consumer increasingly favor brands that protect their privacy,” said Doron
Gerstel, CEO of Perion. “We will continue and invest to lead this trend by
providing privacy first targeting technology and superior performance
results.”
“As a digitally innovative brand, Mercedes-Benz USA is always looking for
unique creative experiences and first-to-market technologies to take our
campaigns to the next level,” said Ashley Epperson, Media Supervisor at
Mercedes-Benz USA. “Utilizing Undertone’s immersive High Impact formats
including Live CTV, coupled with their latest privacy-compliant targeting
solution, SORTT, we were able to stand out across all screens, reach
entirely new audiences and see a 70% increase in brand interactions.”
The goals of the campaign included driving awareness of MBUSA’s CPO vehicles
and sales event; educating consumers on the benefits of CPO vehicles; and
generating interest in owning CPO vehicles among existing and new customers
to deliver intent and action.

To assess the ability of SORTT to meet MBUSA’s high standards of privacy and
performance, it was A/B tested against both third-party cookies and
contextual targeting. In both cases, starting in February 2022 and
continuing through July, SORTT outperformed the other tactics by 58% in
click-through rates (CTR) – all which generated significant traffic to the
CPO landing page. The technology delivered exceptional success with over
two-times the delivery against conventional methods while protecting
consumer privacy and providing total anonymity by not tracking or storing
user data.
As a proprietary AI solution, SORTT analyzes real-time, cookieless data
signals to identify users with shared traits and classify them into a “Smart
Group”. The data signals provide information on the user the moment they
land on a page. People who share attributes respond similarly to
advertisements, allowing Undertone to predict performance and optimize the
campaign.

About Perion Network Ltd.
Perion is a global advertising technology company whose synergistic
solutions are delivered across the three primary channels of digital
advertising – ad search, social media and display / video / CTV advertising.
These channels are brought together by Perion’s intelligent Hub, which
integrates the company’s business assets from both sides of the open Web,
providing significant benefit to its brands and publisher customers.
For more information, visit Perion’s website at www.Perion.com.

About Undertone
Undertone creates memorable ad experiences by thoughtfully orchestrating
solutions across video, advanced TV, rich media, and social, to drive
unmatched brand lift and audience engagement on virtually every screen, and
every device. Their award-winning creative team uses the company’s 20 years
of experience, and billions of impressions worth of data to intelligently
craft campaigns that can drive full-funnel KPIs while making meaningful
connections with the 200MM+ unique users they can reach every month.
Undertone brings the art and science of advertising together to
intelligently craft campaigns that uplift consumers, brands, and publishers
alike. Visit undertone.com to learn more.

About Mercedes-Benz USA
Mercedes-Benz USA (MBUSA), headquartered in Atlanta, is responsible for the
distribution, marketing and customer service for all Mercedes-Benz products
in the United States. MBUSA offers drivers the most diverse lineup in the
luxury segment with model lines ranging from the entry GLA SUV, to the
flagship S-Class and the all-electric EQS.
MBUSA is also responsible for Mercedes-Benz Vans products in the U.S. More
information on MBUSA and its products can be found at www.mbusa.com and
www.mbvans.com.

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