TripleLift’s First-Party Data Targeting Solutions Shines Sans Cookies

TripleLift, the ad tech platform boosting digital advertising across all screens made the first-ever large-scale test findings public, demonstrating the effectiveness of its recently announced first-party data targeting solution throughout the web. This includes cookie-restricted settings too. Results reveal that when a third-party cookie was not accessible, the offering significantly improved results for both advertisers and publishers. It also states that first-party data outperforms both cookie and non-cookie buys.

The solution, known as TripleLift Audiences, is especially successful in tackling approximately 50% of the internet that already works without cookies. Furthermore, it forges a new path as the sector gets ready for additional addressability disruptions in 2024. Currently, cookie-free environments account for 47% of all ad requests worldwide. Beginning in January 2024, Google is planning to phase out the use of third-party cookies throughout the whole ecosystem of its Chrome browser. About 90% of the open web will no longer be reachable in this way as a result of this change.

Advertiser Results

The outcome presented in collaboration with a significant international advertiser in consumer electronics demonstrated higher performance for impressions enhanced with publisher first-party data. When compared to impressions without first-party data, but with a combination of third-party cookies and no cross-domain identifiers, the advertiser obtained a 33% reduced cost-per-click. With delivery and analysis of 230 million impressions, the test was carried out on a large scale.

How publisher first-party data works

Since TripleLift Audiences’ introduction in June of this year, numerous brands and agencies have conducted sponsored campaigns utilizing its first-party data segments. This method produces curated segments utilizing publishers’ data to identify and reach audiences on their own websites, as opposed to placing cookies on visitors and tracking them throughout the web. With more than 10,000 sites now signed up, this method of quality targeting covers 800 contextual and behavioral audience segments. Furthermore, it also covers 30 billion daily ad impressions without the need for third-party cookies.

Read More: TikTok Expands Measurement Suite with First-Party Solutions

Publisher results

The test showed improvement for publishers as well, with CPMs rising by 26%. Publishers may now re-offer those views through first-party data targeting thanks to TripleLift Audiences. It enables them to monetize content that they were unable to target previously due to third-party cookie deprecation.

Due to two factors, TripleLift has been able to offer this service. First, it used the Zurich-based DMP 1plusX it acquired in 2022. It did so to build the advanced technology, data protection, and privacy requirements needed to develop a workable first-party data segmentation strategy. Second, it used its established, trustworthy connections with publishers to create integrated native ad products. Publishers and advertisers in the U.S. can both use TripleLift Audiences at the moment. In 2024, it will launch in European markets.

Here’s what they said

Ed Dinichert, Chief Revenue Officer at TripleLift said, 

We have been discussing the coming cookie-pocalypse as an industry, but often forget that almost half the internet is already unaddressable. This is a boiling the frog moment happening right before our eyes. While many ideas have been proposed, there have never been concrete results showing that any one of them can address deprecation at scale – until now. This solution is effective for advertisers today.

Airey Baringer, VP of Product Management at TripleLift added, 

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.

Paul Bannister, Chief Strategy Officer at Raptive commented, 

TripleLift Audiences has enabled us to drive greater monetization of our inventory, putting more money into the pockets of the 5,000+ creators and publishers we work with – and first-party data is unlocking that opportunity. This presents a big advantage for us and other publishers in the ecosystem, and we’re excited to be at the forefront of testing these new cookie alternatives.

About TripleLift

TripleLift is an advertising platform aiming to elevate digital advertising with gorgeous creative, reliable publishers, useful data, and clever targeting. It assists publishers and platforms in monetizing their operations through more than 1 trillion ad transactions each month. The most popular companies in the world use technology to reach consumers through online video, linked television, display ads, and native advertisements. Because of its cutting-edge solutions, first-rate formats, and helpful professionals committed to enhancing their success, brand and enterprise customers choose TripleLift. The company is NMSDC certified, eligible for different spending targets, and is dedicated to economic inclusion as part of the portfolio of Vista Equity Partners.

Read More: Google’s Phasing Out of Third-Party Cookies: A Paradigm Shift in Digital Advertising