Ep 11: Why identity changes your CPM

Same slot, same page. Why does one visitor earn double?

Identity is any signal that lets a buyer recognize the same person again.

Two readers open one article on news.example. Reader one is on Chrome, with a cookie a DSP recognizes. It knows she browsed flights last week, so a travel brand bids, say, three dollars. Reader two is on Safari. No cookie, no match. The DSP sees only the page and the country, and bids, say, one fifty. Recognized users let buyers target, limit repeats, and measure sales, so they bid more. In a twenty nineteen test, Google found publisher revenue fell by about half without cookies. Publishers close the gap with first-party IDs, like logins, and with context, meaning the page topic.

In your ad server report, split CPM by browser. The gap shows what identity is worth on your site.

Next, consent in sixty seconds. GDPR, CMPs and the consent string.