Cookieless identity solutions far surpass their predecessors in audience measurement and visibility potential, with some publishers already seeing a significant increase in CPM using cookieless identity solutions, writes Ryan Afshar, Head of addressability in the UK, LiveRamp.
As devices and publishing platforms have continued to grow over the past decade, users are consuming content across an ever-increasing number of channels. This poses significant challenges for publishers as they attempt to identify their users and deliver the omnichannel and personalized brand experiences that consumers expect. Indeed, the value of their platform as an advertising proposition greatly depends on their ability to provide these seamless and scalable user experiences.
The internet privacy-centric model has already arrived – although headlines and mindsets may not yet be aware of it. Already, nearly half of the internet is cookie-free today, when you factor in desktop, mobile, and tablet browsers, and beyond. Publishers and marketers who still rely on the crutch of third-party cookies are missing out on the cookieless internet, when in reality, many consumers are spending time in a cookieless future.
This is great news for publishers. Cookieless identity solutions far surpass their predecessors in terms of audience measurement and visibility potential, and publishers who test and adopt different solutions are already seeing good results: some publishers are seeing an increase in CPM of up to 142% in cookieless browsers using a cookieless identity solution.
Learn from walled gardens
Walled garden platforms have developed strategies that put the audience first by delivering scalable, people-based marketing to curate a personalized audience experience. By using first-party customer data, Walled Gardens can provide the kind of precise and effective advertising targeting opportunities that brands demand today, and therefore a large portion of advertising spend is channeled into these connected environments. This is despite the fact that users split their time almost equally between open web environments and walled gardens, with some studies suggesting that they actually spend more time on the open web.
To rebalance budgets and return investment in the open web, publishers must learn from these platforms to deliver an optimized user experience and ensure customers understand the value they receive in exchange for providing their data. personal.
Achieve authentication through a trusted value exchange
This value develops through direct and trusting relationships between the publisher and its audience. But to build those strong connections, publishers need to provide enough differentiated value to their users that they become open to providing more information about themselves in exchange for an improved user experience. This value can be a freemium subscription to access content, access to the loyalty newsletter or a similar offer allowing a user to provide their data in exchange for improved and personalized content.
To take user experience to the next level, vendors need to determine which authentication techniques work best on different platforms. For example, are readers more likely to purchase a subscription on a computer or use a mobile device? Beyond streamlining the user experience and focusing on ideal interactions, these authentication events allow publishers and marketers to further develop omnichannel views of their consumers, with different value exchanges working for different customer audiences. And smart publishers are already experimenting with multiple types to find out what works best to unlock better ways to build addressable audiences.
The future is privacy first
It is essential to be able to create complete audience profiles in real time and on all devices, without infringing on privacy. The solution to this challenge is to implement a publisher-led identity solution specifically designed to help publishers and their partner brands connect data sets within their own ecosystems.
This creates a truly complete view of a customer that can be leveraged, not only to grow audiences through personalized experiences, but also to provide safe and valuable first-party targeting opportunities for their advertisers.
Going forward, publishers should design their user experiences with privacy in mind. They can do this by communicating a respectful relationship from the start of their interactions, through transparent and clear messaging that avoids confusing or overwhelming the user. Throughout the relationship, publishers should always communicate clearly what they are doing with audience data, as well as what control their audiences have over their own data, in order to maintain that level of mutual respect and trust. The end result will be a better understanding of the audience which will enable better customer experiences and therefore business results.
The addressable market is growing
Regardless of Google’s timeline, a majority of the internet is already cookie-free. Beyond browsers, mobile app environments are now cookie-free, alongside CTV and smart audio channels.
Addressable media created from authenticated proprietary data helps restore consumer trust and puts control back in the hands of the customer and publisher. Additionally, this environment also allows advertisers and publishers to collaborate more effectively to deliver meaningful brand results.
Developing better audience experiences is not only imperative for the continued success of advertisers and publishers, it also ensures that the open ecosystem is one that puts consumers and their privacy first.
UK Addressability Lead, LiveRamp
LiveRamp is a leading data company providing integrated identity resolution across the entire digital ecosystem, providing brands and their partners with the foundation for true omnichannel marketing. Its services aim to transform the technological platforms used by its customers into true “people-centric marketing channels”.