Programmatic Job Advertising Leader Joveo Launches Industry-First Cookieless Candidate Tracking Capability
Joveo’s new feature dramatically enhances transparency, conversion data accuracy, and performance optimization capabilities for recruitment marketing teams worldwide
Joveo, the global leader in programmatic recruitment advertising technology, announced the launch of its cookieless candidate tracking capability, the first of its kind in the recruitment marketing ecosystem.
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In addition, the world of digital advertising has steadily been moving toward a cookieless future to address growing data privacy concerns among internet users. Earlier this year, Google announced its plans to phase out support for third-party cookies in Chrome in the next two years. In March, Apple released a major update allowing its web browser Safari to block all third-party cookies.
The inevitable “phasing out” of cookies is set to spell doom for recruitment advertisers who will be robbed of their ability to track, view, and use accurate data to inform their decisions in ad investments, amounting to hundreds of millions of dollars worldwide each month.
“The death of the cookie could send us back to the dark ages of recruitment advertising, when decisions were driven by intuition and not data, and millions of dollars were invested with little to no visibility on what worked and what didn’t. Recruitment marketers might soon be forced to switch from relying on insufficient data to simply no data at all,” said Kshitij Jain, Joveo’s Founder and CEO.
Joveo is the only programmatic job advertising provider globally to address these challenges with cookieless candidate tracking.
Joveo’s unique approach combines a series of online signals to create a “fingerprint” that reliably identifies and tracks job seekers through the recruitment marketing funnel, while fully complying with data privacy and protection laws globally.
With cookieless tracking, recruitment marketing leaders and professionals working with employers, staffing agencies, RPOs, ad agencies, and job boards, can:
- Attribute applicants to sources with significantly higher accuracy, to evaluate and identify the best (and worst) performing channels,
- Make better data-driven recruitment marketing decisions,
- Optimize their job advertising performance with more accurate and comprehensive historical data, and
- Future-proof their applicant tracking and reporting platforms and systems.
For one of Joveo’s early customers, one of the largest global staffing agencies, triggering this feature resulted in a 170% increase in the number of applications correctly attributed to their advertising campaigns and a 63% reduction in the reported cost-per-application (CPA), dramatically improving on the tracking capabilities of their earlier cookie-based approach.
“We are thrilled to be one of the pioneers in the deployment of cookieless tracking for recruitment advertising, in partnership with Joveo,” said Raja Balachandran, Programmatic Manager at Penna, one of the UK’s top recruitment marketing agencies with an exceptional track record of working with both the public and private sectors. “With this new capability, we provide the most comprehensive and accurate campaign performance data and reporting to our clients, in addition to delivering enhanced optimisation of their job ad placements to improve applicant quality and reduce cost-per-hire.”
“Early adopters of cookieless tracking can benefit from a unique competitive advantage – one that will set them up to leverage significantly more accurate and comprehensive data to source the most qualified talent quickly and cost-effectively,” said Shehzad Karkhanawala, Joveo’s Vice President of Global Marketing. “The time to change is now.”
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