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Use of First-Party Identifiers Shows Significant Lift in eCPMs According to Findings from Magnite and Adform forextv.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from forextv.com Daily Mail and Mail on Sunday newspapers.
Jakob Bak, CTO and co-founder, Adform This is not the proclaimed death of unified logins or first-party IDs. It is, of course, a blow that the largest platform will not be supporting these IDs, because if it did that would have fueled faster adoption. But with the vast majority of publishers running header bidding and operating multiple SSPs or direct DSP/PMP integrations, it doesn’t really change much. Already today a large proportion of publishers deploy both first-party login and first-party cookie solutions – Xandr, for example, just announced its support – and this is regardless of Google’s lack of support. ....