With 40% of the web already cookieless, publishers ought to perceive that there is no such thing as a silver bullet for the tip of the third-party cookie. Authenticated identification is the gold normal and can give publishers greater CPMs on their cookieless stock, however publishers also needs to discover contextual options and plan to check Google’s Matters.
Final yr, Dev Pragad, CEO at Newsweek, reported driving a complete eCPM as excessive as 224%, with a median elevate of 52% throughout all net browsers utilizing LiveRamp ATS. Most not too long ago, LiveRamp accomplished a worldwide evaluation of 70+ publishers dwell with ATS over the previous six months and noticed the next:
- A 100% enchancment in CPMs on Safari and 113% on Firefox—addressability is a significant component in cookieless monetization
- Auth charges are greater than individuals suppose—greater than 33% of Safari/Firefox impressions are addressable at this time earlier than pubs start to scale auth
Travis Clinger, SVP, Addressability & Ecosystem at LiveRamp, was not too long ago interviewed by AdMonsters in regards to the newest findings underscoring ATS’s efficiency, and the rapid alternative publishers have to enhance addressability and their companies.
Click on right here to learn the Q&A.
Watch the video case examine beneath the place Jenny Connelly, EVP of Product and Expertise at Penske Media Corp, shares the method for a way they executed a posh first-party knowledge initiative. Throughout this presentation, Jenny dives into the nuts-and-bolts insights on how they drove govt buy-in, constructed a enterprise case, and tackled a cross-company tech build-out, which can allow them to develop and scale their enterprise throughout marquee titles resembling Rolling Stone, Selection, Billboard, and extra.
In case you have questions or are inquisitive about how LiveRamp might help together with your first-party knowledge technique and authenticated audiences, attain out to [email protected].
