RS Group PLC, the FTSE 250 industrial and electrical products distributor, has increased Paid Search revenue by 6% while reducing ad spend by 5%, after adopting Corvidae AI's patented session reconstruction technology to feed accurate customer journey data into its automated bidding. The four-month controlled pilot, run across RS Group PLC's Italian operation, improved return on ad spend by 12% and is now being rolled out worldwide.
The work began with a measurement problem rather than a bidding one. After RS Group PLC moved to a strict reject all first-party cookie consent model, established platforms including Adobe Analytics, Google Ads and Microsoft Ads were left to model and estimate customer journeys they could no longer see.
Corvidae rebuilt those journeys without using a single cookie. Across all RS Group PLC properties worldwide, over same four-month test period, it tracked £193m more revenue than Adobe Analytics, and covered over 95% of active customer base. Its patented technology reconstructs customer journeys from raw first-party eventstream data using predictive AI, with no cookies and no persistent identifiers, and is compliant with GDPR and CCPA by architecture.
The reconstructed data showed customer journeys substantially longer than platforms had reported: 46% longer in UK and 68% longer across EU. It also exposed channel overlap invisible to platform reporting, with 58% of all sales touching a Paid Search ad and 72% of those also involving an Organic Search interaction. Rather than delivering intelligence as report, Corvidae fed reconstructed journeys directly into RS Group PLC's bidding algorithms and into Power BI via API.
The approach enables RS Group PLC to move away from last-click attribution and become less reliant on bottom-of-funnel channels, adopting true 360-degree approach to channel mix and paving way for more aggressive growth budgeting. The board and Executive Committee are highly aware of analytics evolution, viewing Data-Driven Attribution and Corvidae as core component.
Technology is protected by granted patents held by parent company QueryClick Ltd, under title A System and Method of Reconstructing Browser Interaction from Session Data Having Incomplete Tracking Data, including US 12,461,984 and EP 3888325. Every advertiser buying Google and Meta is bidding on incomplete data because platforms cannot see top of funnel and tools to fix depend on third-party signal broken by consent rules. Rebuilding journeys and feeding them back into bidding drives revenue on less spend.
Corvidae AI is an ad performance automation platform. Its patented AI reconstructs customer journeys from raw first-party data, with no cookies or identifiers, and feeds that reconstructed truth back into advertising platforms to increase the revenue produced by existing ad budgets. Founded in 2008 and based in Edinburgh, Corvidae works with brands including RS Group PLC, QVC, Menkind, Macmillan and Groupe SEB. corvidae.ai
About RS Group PLC
RS Group PLC is a FTSE 250 distributor of industrial and electrical products, serving customers globally.
