Bijenkorf fully embraces non-consent inventory after exceptionally successful campaign

As privacy-first approaches become the new norm in digital advertising, more and more advertisers are discovering the untapped potential of non-consent inventory. In September, the Dutch luxury department store Bijenkorf decided to broaden its horizons and experiment with non-consent inventory for its Autumn fashion campaign – and saw outstanding results.

At Opt Out Advertising, we specialize in leveraging non-consent inventory to connect brands with high-value audiences who opt out of tracking and cookies. For Bijenkorf, this meant tapping into a new, qualitative target group perfectly aligned with their premium offerings.

Campaign results

The campaign surpassed expectations with:

• A CTR (Click Through Rate) that was twice as high as the regular Opt Out Advertising benchmark (0.10–0.20%), which is already much higher than average in the advertising landscape for IAB display campaigns.
• A Bounce rate that was 20% lower than regular campaigns.
• A Return on advertising spend (ROAS) of 181% compared to the regular prospecting campaign.

Future-proof and effective

Bijenkorf's Digital Media Marketeer, Melda Rensink, highlighted the impact of this approach:

“With Opt Out’s exclusive non-consent inventory, we have reached a new target group that is difficult to reach via regular, tracked targeting. The results show that we activated a new, qualitative target group with this future-proof approach. Non-consent inventory is becoming increasingly essential for any effective display strategy.”

These results led Bijenkorf to opt in for more non-consent inventory campaigns, focusing on festive fashion and winter fashion in December 2024. The success of these campaigns prompted another campaign for Q1 2025, centered around beauty products.

Unlocking high-value audiences

From Opt Out Advertising’s data (gathered in a survey carried out by the Dutch market research bureau Motivaction), we know that people who refuse tracking and cookies are often highly educated and wealthy. This target group fits the luxury brands run by Bijenkorf perfectly, contributing to the campaigns performing far above the benchmarks.

The future of advertising

Bijenkorf is a great example of how non-consent inventory can transform display strategies. By respecting user privacy and focusing on quality over quantity, more advertisers are reaping the rewards of reaching untapped, engaged audiences.

At Opt Out Advertising, we’re proud to partner with forward-thinking brands like Bijenkorf to shape the future of advertising. If your brand is ready to embrace privacy-first strategies and unlock high-value audiences, now is the time to make the shift to non-consent inventory.