TripleLift’s Post

I'm proud of this one, as it offers a view into why TripleLift Audiences, which offers cross-site audiences without a dependency on cross-site identity, is built differently from the ground up and how that translates into the performance for advertisers that we're seeing. We're seeing 20-40% improvements in multiple metrics, and we're competing against cookies without using cookies ourselves. A lot of solutions are missing the fundamental view of the ad request landscape that TripleLift has, which shows that deterministic ID solutions reliant on a user providing an email address or phone number, aren't getting consumer adoption. Consumers aren't providing email addresses in droves. Burner email address solutions like HideMyEmail are growing. Probabilistic ID solutions, for their part, trade specificity for scale. Devices look more and more similar and are grouped under the same probabilistic ID. By way of analogy, suppose you were assigning "Car IDs" to vehicles passing by. If you used each car's license plate to assign a Car ID, you'd have 1 car per Car ID. That's like cookies. Suppose one day all of the license plate numbers were hidden but you could still see the state of each plate. If you quietly shifted to use the license plate's issuing state as the "Car ID" you'd still have 100% coverage because all license plates have an issuing state, but you'd have many cars from the same state under the same Car ID. Anyway, TripleLift audiences also addresses the other 70% with no ID at all, probabilistic of otherwise; your ID solution needs a complement, and we're happy to share it with you.

Without third-party cookies, cross-site ID solutions’ coverage drops to 30% for probabilistic identifiers (ID5.io) and 5% for deterministic identifiers (UID2.0, LiveRamp). TripleLift Audiences, powered by 1plusX, a TripleLift company is now the second largest publisher 1PD audience provider, delivering cross-site audiences without cross-site ID dependency. If you're looking to test cookieless targeting solutions, or if you're currently testing ID solutions and looking for ways to expand those audiences, let's chat! https://lnkd.in/ewxUAjum

Unlocking the potential of a cookieless future is top of mind for marketers, and a recent study by IPG's Magna and Acxiom delves into the effectiveness of merging first-party and third-party data. The findings are telling: while first-party data is potent in reaching 24% of potential new customers, third-party data widens the net to encompass 81%. Combining both, however, proved optimal, yielding the best results in favorability and purchase intent. This strategy not only extends reach but, crucially, enhances performance across the funnel, from awareness to transactions. As the industry adapts to evolving privacy landscapes, this study points towards a nuanced approach, emphasizing the value of a harmonious blend of first-party and third-party data for comprehensive and effective audience targeting. #DataDrivenMarketing #MarketingStrategy #DigitalMarketingInsights #Cookieless

Seeking Better Audience Data? Discover the Future of Third-Party Cookies.🍪 In this article, we dive deep to uncover game-changing strategies in the future of audience data, shedding light on the innovative approaches that will reshape the way we understand and engage with our customers. Read on to discover how you can harness the power of alternative data sources, contextual targeting, and privacy-first solutions: https://lnkd.in/gF3RkZhU #AudienceData #MarketingInsights #FutureOfCookies #DataRevolution #StayAhead #ThirdPartyCookies #DigitalMarketing #PrivacyFirst #DataAnalytics #TargetedAdvertising #AudienceInsights #DataDrivenMarketing #DigitalStrategy #MysoinIO

It is totally counterproductive for media owners to accept decoupling their own assets and go to market without a confident, strong narrative and a clear understanding (or conviction?) of where their value lies. Which is in the combination of quality content, engagement, user experience, data and, ultimately, trust. The sum of those assets is way higher than the individual parts. It is the same story of the last 20 years but this time media owners won’t be able to make it, unless they embrace exclusivity and scarcity with their value proposition. And those advertisers and agencies that aren’t interested can always layer their own data on MFAs and the long tail. It’s about who blinks first, and in the first-party web it’s advertisers who have more to lose (providing media brands play it smart).

Audience ‘quality’ is what drives ROAS. A premium audience that can be targeted by advertisers is worth a lot more than a generic non-targetable audience. It’s banal. Until when media and publishers community treat their audience like ‘garbage’ the ROAS on their inventories will not stop to decrease . Media and publishers need to invest and they need do to it quickly. Social media demonstrated that people love and consume content (mostly video) in an over exaggerated way from mobile. And from observing how people consume such content great targetable audiences can be generated (profiled). And monetized. So media and publishers need to focus on content. And if it costs … ahi ahi i’ afraid that is how to survive in a competing digital world. Offering a great User experience and great content is ‘de minimis’ requirement. Most of the websites in hands of media and publishers cannot just be opened because you get floaded with garbage ads and garbage content. So wonder why this is a dying industry. And pls stop going to competition enforcers to ask for help. Competition law is not designed to help failing industries. It’s designed to create pro competitive conditions for the consumers to benefit from wider choices and competing offerings. #media #publishers #programmatic #mediaowners #socialmedia #video #content #paidmedia #firewall #attribution #value #ROAS #firstpartydata #audiences