{"id":137,"date":"2024-01-22T16:13:16","date_gmt":"2024-01-22T16:13:16","guid":{"rendered":"https:\/\/flwnet.com\/index.php\/2024\/01\/22\/some-publishers-are-starting-to-see-revenue-lift-from-alternative-ids\/"},"modified":"2024-01-22T16:13:16","modified_gmt":"2024-01-22T16:13:16","slug":"some-publishers-are-starting-to-see-revenue-lift-from-alternative-ids","status":"publish","type":"post","link":"http:\/\/flwnet.com\/index.php\/2024\/01\/22\/some-publishers-are-starting-to-see-revenue-lift-from-alternative-ids\/","title":{"rendered":"Some publishers are starting to see revenue lift from alternative IDs"},"content":{"rendered":"<p>If you asked publishers last summer which alternative identifiers presented the most promise for replacing third-party cookies, most would have responded with <a href=\"https:\/\/digiday.com\/media\/u-s-publishers-experience-testing-fatigue-as-they-evaluate-alternative-ids-to-third-party-cookies\/\">a fatigued shrug<\/a>. But now some are able to quantify the cookie replacements\u2019 revenue impact.<\/p>\n<p>In a test of Unified ID 2.0 \u2014 which was developed by The Trade Desk and <a href=\"https:\/\/digiday.com\/media\/with-prebid-at-the-helm-of-uid-2-0-indie-ad-tech-marches-to-a-unified-beat-but-not-all-voices-are-in-harmony\/\">is now managed by Prebid<\/a> \u2014\u00a0Justin Wohl, CRO of Salon, Snopes and TV Tropes, recorded a 200% increase in CPMs compared to ads served to an authenticated audience with third-party cookies present. The testing started in early Q4 2023 and\u00a0specifically focused on TVTropes.org\u2019s logged-in user base, which represents about 5% of the site\u2019s 150 million pageviews per month. The cookieless test group was confined to Apple\u2019s Safari browser, which enabled the publisher to evaluate the alternative ID\u2019s revenue impact in an environment isolated from third-party cookies.<\/p>\n<p>After confirming those results with The Trade Desk, Wohl said his team \u201cpretty much locked in our commitment to go all-in on UID 2.0.\u201d\u00a0<\/p>\n<p><em>Continue reading this article on <a href=\"https:\/\/digiday.com\/media\/some-publishers-are-starting-to-see-revenue-lift-from-alternative-ids\/?utm_campaign=digidaydis&amp;utm_medium=rss&amp;utm_source=general-rss\">digiday.com<\/a>. Sign up for <a href=\"https:\/\/digiday.com\/newsletters\/?utm_campaign=digidaydis&amp;utm_medium=rss&amp;utm_source=general-rss\">Digiday newsletters<\/a> to get the latest on media, marketing and the future of TV.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>If you asked publishers last summer which alternative identifiers presented the most promise for replacing third-party cookies, most would have responded with a fatigued shrug. But now some are able to quantify the cookie replacements\u2019 revenue impact. In a test of Unified ID 2.0 \u2014 which was developed by The Trade Desk and is now [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-137","post","type-post","status-publish","format-standard","hentry","category-media-entertainment"],"_links":{"self":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/137","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/comments?post=137"}],"version-history":[{"count":0,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/137\/revisions"}],"wp:attachment":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/media?parent=137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/categories?post=137"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/tags?post=137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}