The slow demise of third-party cookies has left the advertising ecosystem awash in uncertainty—and a good deal of fear. Beyond the anxiety, publishers need to understand that this is actually an opportunity to reboot our industry and rebuild it based on trusted engagement. At the center of this movement is user authentication, but a great deal of confusion surrounds the process—even over what the term means.
This webinar busts three prevailing myths about publisher authentication while sharing how the right strategy can drive success not just for you, but also the advertisers and audiences you serve.
Quick takeaways:
- Even if they have a limited amount of authenticated traffic, publishers are likely to see a bump in CPMs if they hook up with an identity partner.
- Premium publishers likely have more authenticated traffic than they think, with newsletter signups and content gating. The right partner can help you analyze and discover your true amount.
- With the third-party cookie’s demise, identity marketing may be an essential tool for competing against walled gardens and ensuring the survival of the open ecosystem.
- But scale is essential—and it looks like it starts with a plurality of premium publishers embracing identity resolution tools.
If you enjoyed the webinar and want to learn more about identity marketing and strategies for the cookieless world, check out our Playbook with LiveRamp, Life Beyond Cookies.
