Most online publishers rely on the value of their inventory to drive the majority of their revenue. But oftentimes, they’re unintentionally undervaluing a significant portion of that inventory because DSPs aren’t able to recognize their audience. The attendant data about that recognized audience makes it more valuable to bidders, raising CPMs and revenue for the publisher.
To solve this, LiveIntent has developed a solution called LiveConnect that matches publisher’s cookies to email hashes (thanks to our platform being based in email). By placing the LiveConnect tag on their website, publishers can resolve more of their audience for DSPs, increasing revenue and making their traffic more valuable.
Client Use Case
One of the country’s leading online family publishers was not seeing as much ad revenue as they wanted, because the DSPs could only recognize around 4% of their audience. To solve this, they implemented the LiveConnect Tag across their website, which helped DSPs recognize more of their site visitors.
Placing the LiveConnect Tag drove DSP identity resolution from 4% to 90%, and revenue from DSPs went from 5% to 15% of the publisher’s total revenue after their impressions grew 3x over the next two quarters.
To find out more about how you can implement LiveConnect and grow your website’s ad revenue, reach out to your account team or click here to find out more.
