Publishers are increasingly reliant on first-party data to drive ad revenue and deliver personalized experiences to their audiences. However, effectively leveraging this first party data can be a complex task. This is where identity solutions (ID) come into play and create efficiency. By providing a unified view of users across different devices and platforms, identity solutions enable publishers to maximize the value of their first-party data.
Rich Audience Segmentation
This allows for more personalized ad targeting and content delivery, leading to improved user engagement and higher click-through rates allowing users to spend more time on the website which in any intent signal tracking and push them to come as returning users to the site. This increases quality traffic on the site which helps in organic ranking across.
Addressable Inventory Across Browsers
With identity solutions, publishers can track users across different browsers and devices, ensuring that their ad targeting remains consistent and effective. This enables publishers to reach their audiences on a wider range of platforms, increasing their potential ad revenue.
Improved Data Privacy
The lack of consent from IOS users including Safari have hit eCPMs hard, with revenue dropping drastically across the board. Survey data shows that eCPMs on an average, 70% lower than those from publishers’ addressable inventory. These impacts depend heavily on the percentage of traffic coming from non-Chrome browsers, which can make up about 40-50% of total traffic in regions like the USA, UK, and Australia.
Identity solutions can be implemented in a way that respects user privacy by obtaining explicit consent for data collection and usage. This helps publishers comply with data privacy regulations like GDPR and CCPA, mitigating the risk of fines and penalties.
Enhanced Contextual Targeting
Identity solutions can be combined with contextual targeting to deliver ads that are highly relevant to the content users are consuming. This improves user experience and leads to higher engagement rates and better ad performance on the site creating an overall positive user experience for visitors.
Increased eCPMs
By delivering more targeted and relevant ads, publishers can command higher eCPMs from advertisers. This translates into increased ad revenue for publishers, ultimately improving their bottom line.
Better Measurement and Data Attribution
Identity solutions provide more accurate tracking of user behavior and ad performance, allowing publishers to measure the effectiveness of their campaigns. Publishers are in need of a secure storage solution for their growing first-party data, and a data lake is often the go-to choice. Unlike traditional databases, data lakes can handle both structured and unstructured data. Publishers can safely store all customer information and easily create custom datasets when required.
Improved User Experience
Identity solutions enable publishers to deliver personalized content and recommendations based on user preferences, improving the overall user experience.
Enhanced Ad Fraud Prevention
Identity solutions can help detect and prevent ad fraud by identifying suspicious patterns and malicious activity. This protects publishers’ ad revenue from fraudulent traffic and ensures that their campaigns are delivering genuine results.
Advertisers and publishers can work together through data clean rooms, enabling them to share data in a privacy-compliant manner. Stand alone clean rooms, in particular, allow data owners to match similar audience segments and improve user profiles using look-alike modeling, while personal information remains anonymous.
Greater Ad Inventory Monetization
Identity solutions enable publishers to optimize their ad inventory by matching the right ads with the right users. This maximizes the revenue potential of ad inventory and ensures that publishers are getting the best possible rates for their ad space.
Long term viability
Identity solutions are designed to be adaptable to future industry changes, such as the evolving landscape of data privacy regulations and technological advancements. This ensures that publishers’ ad revenue strategies remain viable and effective in the long run and thus being able to be agile in motion. Through a definite ID framework publishers can collect data in the way they observe it from users’ behaviors and actions on their sites, while advertisers can collect it to help with targeting and campaign measurement which as mentioned above will increase user engagements, eCPMs, inventory management and higher ad revenue.
What does it mitigate?
This reduces all risks involved in the mapping of audiences and segments between advertisers and publishers, in the programmatic ecosystem where there are many intermediaries and bidders.
At Freestar, we specialize in helping publishers navigate these complexities and optimize their monetization strategies. Don’t let the competition leave you behind—contact us today to learn how we can help you implement an ID Graph solution and unlock your full revenue potential.
