Post by account_disabled on Dec 19, 2023 15:11:01 GMT 5.5
Magnite, the largest independent retail advertising platform, has been working with Adformthe sector must implement identity solutions that will deliver results in the future for both publishers and buyers. . With the complete elimination of third-party cookies still pending, to increase the use of first-party identifiers secure and respecting the privacy of users, the only independent global advertising management platform that covers all aspects of the digital campaign lifecycle, As part of this collaborative work, Magnite and Adform measured the increase in monetization of first-party identifiers in environments that currently do not allow third-party cookies , like Firefox and Safari. Initial results for Q1 2021 showed a significant increase, with overall eCPMs increasing by more than 30%, compared to campaigns that did not contain first-party identifiers. A similar study also showed that click-through rates on Safari impressions doubled, demonstrating increased performance for shoppers.
These encouraging results indicate to publishers and buyers that first-party identifiers are a way forward as the use of third-party cookies is phased out. Buyers, in the absence of third-party Phone Number List cookies, can (and will) use first-party identifiers for bidding decisions, which will accelerate the rollout of these solutions. Publisher data linked to these identifiers is a fundamental part of the reinvention of Internet identity and the structure of audience segmentation. This data helps improve the user experience, and because it is interest-based, ads are more relevant and provide intrinsic value. Among the industry initiatives that are actively testing first-party data is Prebid.org's SharedID, which is open source and free to use for publishers. «We are not at all surprised that we see an increase in publisher revenue and buyer results when there is an identifier “said Tom Kershaw, Chief Technology Officer of Magnite. “We've known this for a long time, which is why standardized community identifiers controlled by publishers are such an important part of our strategy.
However, what is most encouraging is the magnitude of the increase in our tests with Adform and how that may motivate publishers to leverage identifiers like SharedID to improve performance.” «At Adform, we have long said that we believe the real solution to eliminating third-party cookies lies in first-party identifiers«, said Jakob Bak, co-founder of Adform. “We see really impressive improvements with publishers passing first-party IDs and even more so when they are linked with first-party data. The impact is naturally most noticeable in Safari, where cookie IDs are not available. Adform Safari spend on publishers passing these IDs has nearly doubled in recent months. It's promising what awaits us when Chrome cookies are also deprecated, but for now everyone is excited about Safari's improvements.» «We look forward to supporting and adopting identity solutions that are scalable, industry-wide, privacy-aware and effective«, he said Terry Hornsby, Digital Director of the Reach Group. “We are pleased to see results from Magnite and Adform that demonstrate the effectiveness of first-party identifiers for publishers, as well as the power of first-party data for both publishers and advertisers.
These encouraging results indicate to publishers and buyers that first-party identifiers are a way forward as the use of third-party cookies is phased out. Buyers, in the absence of third-party Phone Number List cookies, can (and will) use first-party identifiers for bidding decisions, which will accelerate the rollout of these solutions. Publisher data linked to these identifiers is a fundamental part of the reinvention of Internet identity and the structure of audience segmentation. This data helps improve the user experience, and because it is interest-based, ads are more relevant and provide intrinsic value. Among the industry initiatives that are actively testing first-party data is Prebid.org's SharedID, which is open source and free to use for publishers. «We are not at all surprised that we see an increase in publisher revenue and buyer results when there is an identifier “said Tom Kershaw, Chief Technology Officer of Magnite. “We've known this for a long time, which is why standardized community identifiers controlled by publishers are such an important part of our strategy.
However, what is most encouraging is the magnitude of the increase in our tests with Adform and how that may motivate publishers to leverage identifiers like SharedID to improve performance.” «At Adform, we have long said that we believe the real solution to eliminating third-party cookies lies in first-party identifiers«, said Jakob Bak, co-founder of Adform. “We see really impressive improvements with publishers passing first-party IDs and even more so when they are linked with first-party data. The impact is naturally most noticeable in Safari, where cookie IDs are not available. Adform Safari spend on publishers passing these IDs has nearly doubled in recent months. It's promising what awaits us when Chrome cookies are also deprecated, but for now everyone is excited about Safari's improvements.» «We look forward to supporting and adopting identity solutions that are scalable, industry-wide, privacy-aware and effective«, he said Terry Hornsby, Digital Director of the Reach Group. “We are pleased to see results from Magnite and Adform that demonstrate the effectiveness of first-party identifiers for publishers, as well as the power of first-party data for both publishers and advertisers.