Consumer identity and permission are the future of the open web, with a newfound trust and transparency between publishers and readers being the result of the death of third-party cookies. Privacy tools help publishers offer their users a way to manage their data with consent and preferences, giving individuals more choice and control. 

Publir is integrating LiveRamp’s Privacy Manager for CCPA and GDPR, a platform that enables compliance by storing proof-of-consent and preference choices, responds to visitors who request to alter data the website collects, and provides  additional transparency into a site’s data collection and usage practices. We’re also integrating their first-party cookie solution. 

LiveRamp, together with Publir’s technology, will allow for the gathering of authenticated user data, ultimately allowing us to best support our publishers’ long-term growth by encrypting and translating the data and sending it through with every ad request. 

This partnership will benefit publishers by: 

• Driving high CPMs and more efficient ad delivery 
• Enabling marketers to deliver a better customer experience and more accurate campaign matching to their readers 
• Establishing a clear, honest and direct relationship with their readers 
• Giving their readers a direct way to manage their consent preferences

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The post Publir Partners With LiveRamp first appeared on Publir.

Browser Background Information

Chrome is the world’s most used browser and is still using third-party cookies. However, Google has said that it will end Chrome’s use of third-party cookies entirely by 2022. 

In 2017, Apple gradually began increasing cookie restrictions that started with the introduction of Safari’s Intelligent Tracking Prevention (ITP). By March 2020, Apple had blocked all third-party cookies by default for all users with the release of Safari 13.1.

Firefox, beginning in June 2019, enabled their Enhanced Tracking Protection by default for all new users. This feature blocks third-party cookies, making it much harder for advertising and tech companies to track a Firefox user. 

Edge, unlike Firefox, does not block third-party cookies by default. There is no tracking protection in Edge’s private-browsing mode either. 

2020 Usage by Browser*

Safari browsers

We found that a small percentage of people on iPad are still using the older version of Safari that allows for third-party cookie tracking. This version of Safari had a CPM 3x higher than the CPM for users with Safari 13 that does not allow for third-party cookies on the same device. Similarly, for iPhone Safari users, the pre-third party cookie blocking browsers generated a CPM that was 2.5x higher than the CPM by Safari 13. 

Chrome browsers

According to our data, the ad CPM for Chrome users, despite the device type, are significantly greater than those generated on post-third party cookie Safari browsers. We also found that the ad CPM for Mac Chrome users was similar to that of pre-third party cookie blocking Safari browsers. Our data also indicates that:

• The latest version of Windows Chrome browser CPM was 3x that of the Windows Firefox CPM. 
• The latest version of iPhone Chrome CPM was 2.8x that of the latest version of iPhone Safari 13 CPM.
• The latest version of iPad Chrome CPM was 3x that of the latest version of iPad Safari CPM.
• The latest version of desktop Mac Chrome CPM was 3.6x that of the latest version of desktop Mac Safari CPM.

Publisher ad revenue is largely affected by the browser choice of their users. For the browsers in which third-party cookie tracking is enabled, such as the older version of Safari and current versions of Chrome, CPMs are significantly higher than all browsers that have disabled third-party cookie usage.  We estimate that if Google blocks third-party cookies by default in Chrome as expected in 2022,  this could result in revenue declines of up to 40% unless publishers implement measures to mitigate this loss. 

Check out what Publir’s doing to prepare for the deprecation of Chrome’s third-party cookies here. 

The post Impact of 3rd Party Cookie Blocking on Ad Revenues: What our Data Shows first appeared on Publir.

LiveRamp developed a scalable, open-source solution that provides a secure method of user identification on publisher inventory across all browsers and connects inventory with advertiser demand via IdentityLink ID. The IDL is established by ATS, or Authenticated Traffic Solution, which is deployed through Publir’s proprietary platform. Once a user authenticates, their information is hashed and stored in a first-party cookie context.

LiveRamp’s code, together with Publir’s technology, will allow for the gathering of authenticated user data, ultimately allowing us to best support our publishers’ long-term growth by encrypting and translating the data and sending it through with every ad request.

This aggregated data will provide advertisers on the buy-side with specific information needed to accurately target campaigns. The result is a robust and transparent method of campaign matching, higher CPMs for publishers and more efficient ad delivery – all without the third-party cookies that the market relies on today.

The post How We’re Preparing for the Death of Third-Party Cookies first appeared on Publir.

What is CCPA?

The California Consumer Privacy Act (CCPA) was enacted to give California consumers more control over the data that they share. CCPA was born from the stance that users want to understand where and how their personal information is being used, and have the option to exercise control over their data.

How are publishers affected?

Publishers must explicitly express to California readers their rights under CCPA. The messaging should explain what will happen to their data and also include a “do not sell my personal information” link for opt-out purposes.

What happens when a user opts out?

The user’s personal information will not be sold or used for any ad targeting purposes.

What do publishers need to do in order to be compliant?

Make sure that you have a CCPA-compliant consent management platform (CMP) in place before the enforcement date of July 1st, 2020.

Publir has integrated a consent management tool into our unified monetization platform. For the publishers that we represent, CCPA compliance is offered at no cost to our clients.

The post CCPA FAQ first appeared on Publir.