TGIF! Check out this new data from, Catherine Perloff at ADWEEK 🏋♂️ It demonstrates how much of a lift it is to "test" alt ids and the money left on table. With lockr #Publishers turn on the Alt Ids to test. Then turn them off until ready to monetize with those Alt Ids. 💡 As one client put it recently, "its as easy as a few clicks." Stop worrying what Google does and control what you can 🙂 #cookiedeprecation #adtech #alternativeIDs
New: Buyers have been encouraged to test alternatives to cookies. But doing this may actually waste money, new data from Adform reveals. That's because SSPs only monetize a narrow sliver of cookieless traffic, which is where most of these tests happen. Because only a small amount of cookieless inventory is available, brands using one alt ID are vulnerable to targeting users in great excess of their frequency caps. For example, a $1 million campaign could waste more than $200k on targeting users too many times. As cookie deprecation is delayed, and testing continues, the ad-tech systems undergirding testing continue to present a challenge for buyers. Thanks to John Piccone, Mathieu Roche and Andrew Eifler https://lnkd.in/eBYR7ngp
