Replacing cookie files with alternative identifiers is starting to show promising effects for publishers. A study conducted on one of the most popular entertainment websites, TVTropes.org, revealed a 200% increase in CPM value when displaying ads to logged-in users using Unified ID 2.0 technology. The tests were performed on Apple’s Safari browser, allowing for an evaluation of the impact of alternative identifiers on revenue while isolating from cookie files.
The research results were confirmed by The Trade Desk, which prompted Justin Wohla, the manager of Salon, Snopes, and TV Tropes blogs, to fully embrace UID 2.0 technology.
Unwind Media, the owner of Solitaired and Solitaire Bliss websites, also focused on utilizing deterministic first-party identifiers such as RampID, UID 2.0, Yahoo’s ConnectedID, and ID5. The tests showed that the presence of an identifier in the auction offer flow contributes to a 40-50% increase in CPM value compared to non-logged-in users. Unwind Media plans to increase the number of logged-in users on their sites to enhance the effectiveness of this strategy.
Other publishers are still exploring the possibilities of various alternative identifiers but are unable to determine the exact revenue growth. Key solutions they are considering include Anonymised.io, UID 2.0, and RampID. These technologies provide effective results and are privacy-friendly for users.
In conclusion, the elimination of cookie files necessitates the search for alternative user identification solutions to optimize advertising revenues. Research has shown a significant increase in CPM value when implementing new identifiers. However, publishers must continue to experiment to find the optimal solution that maintains ad effectiveness without compromising user privacy.
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The source of the article is from the blog reporterosdelsur.com.mx