Over the last few years, we have been at the forefront of adopting innovative alternatives to third-party cookies, ensuring continued addressability, ad relevancy and revenue performance throughout this transition and in the years to come. As a principal member of Prebid, Freestar is not just adapting to changes; we are actively shaping the future of advertising by advocating for standards that protect publisher interests and adapt to evolving privacy norms.

Freestar’s partnerships with leaders like The Trade Desk, Liveramp, ID5, Audigent, and our latest, LiveIntent are a major part of our identity strategy. As the industry evolves, we continue to test and build strategic partnerships that underscore our commitment to addressability in a cookie-less world.

Freestar Integrated Identity Solutions:

  • Amazon Publisher Audiences 
  • Audigent Hadron ID
  • Criteo 
  • Google PAIR 
  • ID5 
  • IntentIQ
  • LiveIntent
  • LiveRamp ATS 
  • Neustar Fabrick ID
  • SharedID 
  • TTD UID 2.0
  • Yahoo Connect ID 
  • 33across Lexicon ID

Why Is This Important?

Our data shows that leveraging 3rd party partnerships increases the value of unaddressable inventory and provides opportunities to harness the power of first-party data and sophisticated contextual targeting.

While results vary with each ID resolution, our initial testing reflects anywhere from a 5-15% uplift in revenue when IDs are present on unaddressable users. For the logged-in user, we see a 40-60% CPM increase vs. non-logged-in users.

How did we get here?

Why all the fuss about ‘a world without cookies’ and how bad is it really? Rest assured, the sky is NOT falling. Freestar sees this ’new world’ as a positive change for both users and publishers if we work together to adapt and pivot.

Third-party cookies have been used extensively for tracking users across websites, creating detailed profiles of individuals’ online behavior, and targeting them with personalized advertisements. However, this approach raises significant privacy issues and has led to growing concerns about user consent, data security, and the misuse of personal information. While many browsers like Safari and Firefox have already shifted away from third-party cookies, Chrome has just begun the process and will continue to deprecate cookies over the next year.

In response, the industry is creating new “privacy-friendly” ways to target users. The shift away from third-party cookies encourages greater transparency and empowers users to have more control over their data, improving online security and reducing cyber threats.

The shift also encourages innovation through the development of alternative technologies and approaches for digital advertising. This could lead to more innovative and ethical solutions that respect users’ privacy while still allowing advertisers to reach their target audiences effectively. It also shifts power to the publisher who has access to first-party data which is now more valuable than ever.

Testing and Measuring Identity Partners

We continuously evaluate third-party ID vendors using Freestar’s Identity Testing Framework which allows us to measure and adapt as solutions evolve.

What is the Identity Testing Framework?

Freestar’s split testing and reporting technology provides us the ability to measure each identity vendor’s revenue uplift. This data lead feature showcases the benefits of adopting identity integrations by providing a revenue comparison on your site when a provider is enabled or disabled.

The Identity Testing Framework gives us the ability to monitor the effectiveness of different ID solutions and adapt to changes over time. Effective solutions will yield long-term improvements in Cost Per Mille (CPMs) and increased overall revenue or Revenue Per Session (RPS).

Action Items For Publishers

Publishers must have a strategy for first-party data. If you’re not sure the right path forward for your business and want to talk to a team of experts, reach out to Freestar to take advantage of our identity solutions today!