Media Briefing: Publishers’ audience authentication strategies are put to the test

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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