Ad tech leader TripleLift has unveiled groundbreaking test results for its innovative first-party data targeting solution, revealing its effectiveness in the current cookie-limited digital landscape. The results highlight a significant boost for advertisers and publishers, especially when third-party cookies are out of the equation.
Dubbed “TripleLift Audiences,” the solution is poised to address almost half of the internet which operates sans cookies. This innovative solution preempts the digital advertising industry’s imminent challenge – Google’s move to phase out third-party cookie usage in its Chrome browser by January 2024. It is projected that post this change, around 90% of the open web will lose this kind of addressability.
Airey Baringer, VP Product Management at TripleLift said “First-party publisher data is underutilized in the programmatic ecosystem. TripleLift Audiences enables easy activation of first-party data to improve targeting on every impression, with or without third-party cookies. The data is superior and outcomes are improved for both publishers and advertisers. This is a win-win for the programmatic ecosystem. Publishers win because they monetize more of their inventory, leading to higher effective CPMs. Advertisers win because they can target more efficiently without third-party cookies, leading to lower CPCs and improved efficiency against all post-click metrics.”.
In a collaborative study with a renowned global consumer electronics advertiser, the results painted a bright picture. Impressions that utilized publisher’s first-party data showcased a significant 33% drop in cost-per-click compared to impressions that relied on a mix of third-party cookies without any cross-domain identifiers. This assessment wasn’t just a small-scale experiment; it delved deep, analyzing a whopping 230 million impressions.
Since its launch earlier this year, “TripleLift Audiences” has garnered considerable traction. Multiple brands and agencies have integrated this solution into their campaigns. The technique, which forgoes the traditional cookie-dropping method, curates segments using the publisher’s data, pinpointing and targeting audiences directly on their sites. Presently, over 10,000 sites have embraced this strategy, ensuring quality targeting for approximately 30 billion daily ad impressions across an impressive 800 audience segments – and all this without resorting to third-party cookies.
For publishers, the shift is equally beneficial. The tests demonstrated a 26% surge in CPMs. By leveraging TripleLift Audiences, publishers can now effectively monetize content that was previously untargetable owing to the phasing out of third-party cookies, introducing those impressions back into the mix through first-party data targeting.
TripleLift’s success with this offering can be credited to a couple of pivotal moves. Firstly, they capitalized on their 2022 acquisition of the Zurich-based DMP 1plusX, which laid the foundation with its advanced technology, data protection, and stringent privacy standards. This paved the way for a tactical approach to first-party data segmentation. Secondly, the platform banked on its decade-long, trusted affiliations with publishers, incorporating integrated native ad products.
TripleLift’s strategic response to the cookie constraints looming over the digital advertising realm exemplifies the industry’s shift towards data privacy without compromising efficiency. As third-party cookies become relics of the past, innovative solutions like TripleLift Audiences are setting the benchmark for future ad tech endeavors.