Media Briefing: Publishers’ audience authentication strategies are put to the test
Incremental authentication
Publishers are seeing how much more valuable authenticated audiences are compared to random passersby visiting their sites. But with authenticated users representing a minority of the traffic, publishers are under pressure to persuade more of their site visitors to submit their emails, which can be appended to third-party cookie-replacing deterministic IDs like The Trade Desk’s Unified ID 2.0 and LiveRamp’s RampID.
For Unwind Media – a casual gaming company that owns two online Solitaire sites – authenticated users generated 42% more revenue programmatically than non-authenticated users, and the lift was 90% in cookieless environments like Apple’s Safari browser, according to svp of programmatic revenue and strategy Emry DowningHall.
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Source:: Digiday
