Although the third-party cookie is set to expire in 2023 (when it will be deprecated in Chrome), a significant amount of web activity today occurs in browsers such as Safari, Edge, and Firefox—all of which already restrict use of that identifier.
Mediavine, which monetises over 8,500 publisher partner websites worldwide, sees 150 million unique monthly web visitors and serves 20 billion monthly ad impressions. Approximately 40% of its filled impressions are in cookie-restricted browsers.
The lack of third-party cookies limits audience targeting, efficiency controls such as frequency capping, and accurate attribution. Without these capabilities, marketers bid less for impressions, finding them less efficient in reaching their desired audiences. For example, Mediavine’s CPMs in Safari were more than 50% lower than in Chrome.
With a large audience in these browsers, the publisher was missing out on a substantial monetisation opportunity.
Index Exchange has long partnered with LiveRamp to help publishers implement addressability solutions that increase revenue and preserve premium CPM rates even in cookie-restricted environments. As a leader in global data connectivity, LiveRamp’s fully interoperable infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers.
Mediavine leveraged Index’s integration with LiveRamp’s Authenticated Traffic Solution (ATS) to connect its authenticated inventory with RampID™, LiveRamp’s privacy-first, people-based identifier. In doing so, Mediavine improved addressability and increased the monetisation of its inventory across cookie-restricted browsers globally.
Mediavine achieved a 142% CPM lift in browsers without third-party cookies when the RampID was present in a bid request.
For Mediavine, tapping into Index’s integration with ATS wasn’t only about preparing for a future without third-party cookies, but also about improving monetisation globally today.
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