Can you tell us a little about your company?
Commanders Act publishes the Cookieless Marketing Data Platform, the only European technology platform to bring together the essential tools to support digital teams in the cookieless era. From performance measurement to media campaign optimization, from tag management to first-party data activation, Commanders Act guarantees its customers total data sovereignty and absolute compliance with regulatory constraints in an ever tighter environment.
Founded at the dawn of the 2010s as TagCommander to help advertisers better manage their data collection constraints, the company has maintained its technological leadership by integrating a Customer Data Platform brick and a cookie consent management system. In 2022, version X of the platform will take a major step forward by anticipating the disappearance of cookies, with server-side tracking compatible with the increasingly stringent regulations governing the protection of Internet users’ privacy.
This first-rate technological expertise has earned it the trust of over 500 customers and 10,000 users worldwide, and recognition by Gartner and Forrester as a leading CDP.
The acquisition, in October 2023, of the marketing analytics platform, Adloop, strengthens its ability to help advertisers improve the performance of their campaigns in a context of shrinking advertising budgets.
What are the main products or services you offer?
Commanders Act operates two technology platforms (Platform X and Adloop) comprising four products:
- A Tag Management System that is resolutely first-party to compensate for the disappearance of third-party cookies, server-side to ensure reliable data collection, multi-source (web, mobile app, iOT, points of sale) and multi-destination (advertising, analytics or CRM platforms).
- A Consent Management Platform designed to collect and memorize users’ consent to our customers’ privacy protection policies in compliance with the legislation in force in their reference markets.
- A digital advertising optimization platform, notably resulting from the recent acquisition of Adloop, integrating campaign and data-visualization data centralization, data-driven attribution and intelligent alerts and optimization recommendations.
- A Customer Data Platform dedicated to enriching user profiles in real time, creating a unique view of each consumer in all their interactions with the brand, and integrating a data activation system with over 1,000 partner applications to run value-generating scenarios (remarketing, personalization, audiences, etc.).
What types of visitors or customers do you mainly attract?
Our customers range from multinationals to mid-sized companies, and place digital at the heart of their growth plans. We cover all sectors, with a particular focus on eCommerce (pure players and retailers), finance, tourism, energy and telecommunications.
How would you define your role in the conversion chain?
We operate further down the chain, capturing user behavioral data and distributing it to companies’ advertising, analytics and CRM partners, or analyzing and activating it to optimize the effectiveness of marketing campaigns.
How would you describe your collaboration with Effinity? What do you appreciate most about the partnership?
Our collaboration with Effinity is based on the objective of bringing greater performance and efficiency to our joint customers. With the combined effect of regulations and browser restrictions, the collection of user behavior targeted by digital advertising – of which affiliate marketing is an essential pillar – has changed radically, so Commanders Act and Effinity have decided to strengthen the integration of their technologies to maintain campaign accuracy and deliver tangible, measurable results.
What we particularly appreciate about Effinity is their ability to respond rapidly to the specific needs of our joint customers with customized approaches. The teams’ responsiveness and operational expertise make them a trusted partner, underlining the French and European technological excellence that we defend together.
Do you have any concrete examples of success achieved through your partnership with Effinity?
Historically, our partnership has enabled us to support several key customers on significant projects tooptimize their affiliate campaigns and marketing performance. For example, with a major e-commerce player, we collaborated to improve the management of affiliate campaigns, which led to a +20% increase in their marketing ROI in just one quarter.
We are currently exploring innovative opportunities in “Server-Side” collection, with the ambition of guaranteeing a more robust and scalable infrastructure for our customers.
What are the next steps for your company in terms of development or new offerings?
In 2024, Commanders Act was named one of Google’s Gold Partners for its CMP and continues to innovate across all products:
- Platform X has passed the 150 server-side destination mark, with the latest GEC (Google Enhanced Conversions) connectors, Facebook CAPI Advanced and Facebook for Leads, for example.
- On the subject of compliance: the CMP is constantly being improved, notably through the deployment of a second version of the Cookie Scanner, which improves the quality of the information collected and facilitates the work of the technical teams.
- As for Adloop, the main improvements concern integration with Platform X and the development of an anti-walled gardens algorithm. And new data connectors with advertising and analytics platforms are regularly added.
If you would like more information on how to optimize your affiliate campaigns, please contact our experts!
