TripleLift, the ad tech platform that optimises digital advertising across all screens, today unveiled the industry’s first large-scale test results demonstrating the effectiveness of its recently released first-party data targeting solution across the web, even in cookie-restricted contexts. It has been demonstrated to be true. When third-party cookies are not available, service outcomes for both advertisers and publishers improve dramatically.
The method, known as TripleLift Audiences, is especially successful at tackling the approximately half of the internet that already operates without cookies, and it gives a route ahead as the industry prepares for additional addressability outages in 2024. produce. At the moment, 47% of all global ad requests are done without the use of cookies. When Google deprecates the use of third-party cookies across the Chrome browser ecosystem, which is set to commence in January 2024, it is predicted that about 90% of the open web will no longer be reachable in this manner.
“We’ve been talking industry-wide about the coming cookie apocalypse, but it’s easy to forget that nearly half of the internet is already overwhelmed. This is happening right before our eyes. It’s a boiling frog moment,” said Ed Dinichart, chief revenue officer at Triple Lift. “Many ideas have been proposed, but to date, there are no concrete results showing that any of them can address deprecation at scale. This solution is effective for today’s advertisers. ”
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ADVERTISER RESULTS
The results, which were delivered in collaboration with a prominent global consumer electronics advertiser, show better performance for impressions backed by publisher first-party data. When compared to impressions that did not employ first-party data, mixed third-party cookies, or used cross-domain IDs, this marketer obtained a 33% reduced cost-per-click. This was a large-scale test, with 230 million impressions sent and analysed.
“With TripleLift Audiences, you can easily activate first-party data, with or without third-party cookies, to improve targeting of every impression,” said Airey Baringer, vice president of product management at TripleLift. Data is useful and produces outcomes for both publishers and advertising.”
HOW PUBLISHER FIRST-PARTY DATA WORKS
Publishers also observed an increase in testing, with CPMs rising by 26%. TripleLift Audiences enables publishers to monetize content that is no longer targetable as a result of the retirement of third-party cookies by reserving those impressions using first-party data targeting.
“TripleLift Audiences enables us to increase the monetization of our inventory, putting more money in the pockets of the over 5,000 creators and publishers with whom we collaborate.” “Unlock opportunities,” stated Chief Strategy Officer Paul Bannister. Raptive. “This is a huge advantage for us and other publishers in the ecosystem, and we are excited to be at the forefront of testing these new cookie alternatives.”
PUBLISHER RESULTS
Publishers also saw improvements in testing, with CPMs increasing by 26%. TripleLift Audiences allows publishers to monetize content that is no longer targetable due to the retirement of third-party cookies, allowing them to re-serve those impressions through first-party data targeting.
“TripleLift Audiences allows us to drive greater monetization of our inventory, putting more money in the pockets of the more than 5,000 creators and publishers we work with. Unlock opportunities,” said Paul Bannister, Chief Strategy Officer. Raptive. “This is a huge advantage for us and other publishers in the ecosystem, and we are excited to be at the forefront of testing these new cookie alternatives.”
TripleLift was able to achieve this service for two reasons. First: Leveraging our 2022 acquisition of Zurich-based DMP 1plusX to frame the advanced technology, data protection, and privacy standards needed to form a practical approach to first-party data segmentation. I have created a work. Second, we looked to the trusted relationships we had built over a decade with publishers to offer an integrated native advertising product.
“This is a win-win for the programmatic ecosystem,” says TripleLift’s Ballinger. “Publishers win because they monetize more inventory, leading to higher effective CPMs. Advertisers win because they can target more efficiently without third-party cookies, resulting in lower CPCs. Because it’s lower and more efficient for all post-click metrics.”
