Ambetter Educates Over 2 Million Consumers About Healthcare Options During Open Enrollment Period Using SORT, Undertone’s Cookieless Technology

Undertone, a Perion Network Ltd. (Nasdaq:PERI) company and leading provider of intelligent, high impact advertising solutions across all platforms, screens, and devices, has featured Ambetter, America’s number one marketplace health insurer, in its latest Marketer of the Month case study series highlighting forward-thinking advertisers that put consumers and privacy first.

As a result of its partnership with Undertone and being one of the first advertisers to utilize SORT (Smart Optimization of Responsive Traits), Undertone’s proprietary cookieless technology, Ambetter outperformed key campaign metrics and increased customer awareness about the healthcare Open Enrollment Period while generating new business and engagement. Using SORT technology alongside a blend of high impact and connected TV (CTV) units to reach consumers across screens, Ambetter was able to achieve a significant increase in ad performance compared to alternative cookie-based tactics. Overall, the campaign drove 2.44 million visits to the Ambetter website, with over 68,000 consumers taking further action to learn more about Ambetter’s healthcare plans and pricing.

“As a healthcare brand in a highly regulated industry, we have to be stringent with the opportunities we choose to test and learn from,” said Sarah Wilson, senior media director at HLK Agency, the agency for Ambetter. “Undertone’s new SORT cookieless targeting solution was a welcome solution to our Open Enrollment campaign as it allowed a privacy-compliant way to test moving away from traditional 3rd party and pixel-based targeting and optimization models.”

“Through SORT, Undertone identified and optimized toward top-performing SmartGroups throughout the flight, driving a 39% and 87% lift across our core creative units, as compared to cookie-based methods. As our industry moves away from cookies, solutions like SORT ensure that we are future-proofing Ambetter by maximizing campaign KPIs in a compliant, consumer-first way.”

As an early adopter of Undertone’s SORT, Ambetter tested SORT cookieless targeting within larger designated market areas (DMAs) and regions to help optimize campaign results and increase clickthrough rate (CTR) performance. SORT targeting generated a 39% increase in CTR on non-expandable bottom adhesion banner ads across screens, as compared to a cookie-based approach. The technology also generated an 87% lift in CTR in Undertone’s page grabber ad format. On CTV, Undertone delivered a 98% video completion rate (VCR) on branded CTV and live CTV+ formats. Audiences enjoyed and engaged with Ambetter’s video content, driving increased awareness and favorability for the brand as the health insurance provider of choice.