This leading digital publisher reaches millions of users each month through a portfolio of high-traffic websites spanning categories like news, lifestyle, and entertainment. With over 150 million ad opportunities per month and a focus on high-quality content and audience engagement, the publisher is committed to scaling revenue while maintaining a seamless user experience.

Challenge

With 85% of user traffic coming from Safari and Firefox, the publisher faced growing difficulty monetizing in cookieless environments. Performance on these browsers consistently lagged behind Chrome, putting long-term revenue at risk.

• Traffic Distribution: A significant majority of sessions originated from Safari and Firefox, where third-party cookies are blocked by default.
• Revenue Shortfall: Session RPMs and CPMs on cookieless browsers were 50% lower than on Chrome.
• Auction Inefficiency: Limited addressability led to poor SSP match rates, fewer bids per auction, and reduced bid pressure.
• Google-Dominated Demand: With weak identity signals, Google captured most impressions at discounted rates, reducing competition and overall yield.The publisher needed a scalable solution to improve addressability, enhance auction performance, and restore monetization potential across cookie-restricted traffic.

Solution

To close the performance gap in cookieless environments, the publisher partnered with Mile to implement its Addressability Module - an identity and signal enhancement solution designed specifically for browsers that block third-party cookies. The rollout focused on three key components:

1. Alt ID Integration

   Mile integrated a broad suite of identity partners -including Intent IQ, UID 2.0, LiveIntent ID, Lexicon ID, IDS, SharedID, Hadron ID, Lotame Panorama ID, Criteo ID, PubMatic Epsilon ID, and Yahoo Connect ID -to expand user recognition across Safari and Firefox traffic.
2. Proprietary Technology

   Mile’s proprietary algorithms optimized match rates and enriched bid requests with privacy-safe, high-quality user data, increasing auction competitiveness.
3. Data Signal Enhancement

   Mile collaborated with data brokers to augment available signals, improving targeting accuracy and driving stronger bid responses from buyers.


The Addressability Module was activated in November 2024, allowing the publisher to improve addressability, strengthen auction dynamics, and unlock more value from its cookieless inventory.

Revenue Impact

The Addressability Module delivered significant improvements across auction performance, CPMs, revenue, and demand diversification. To ensure accurate attribution, Mile and the publisher used a control group and tracked key metrics from November 11 to December 7, 2024.

• CPM Uplift: When Alt IDs were present, CPMs increased by up to 30% compared to the control group:

• Revenue Gains: Overall revenue rose by 26–28% with Alt IDs.
  ‍
• Doubled Core Auction Metrics:

  • By December 7, 2024, key auction metrics in cookieless environments had more than doubled compared to October baselines. These included:
    • SSP match rate
    • Bids per auction
    • Bid rate‍
• Steady Metric Growth:

  Improvements were consistent throughout the period, with match rate rising from 13.6% to 14.7%, reflecting improved addressability and auction competitiveness.

• Demand Diversification:

  Non-Google demand contribution increased by 60%, reducing reliance on a single dominant buyer and fostering a more competitive auction environment.
  ‍
• Site-Specific RPM Growth:

  All three of the publisher’s key properties experienced meaningful uplift in session RPMs:

Mile Advantage

Instant Revenue Insights
Monitor performance in real time across 30 plus metrics and 20 plus dimensions. Track everything from session RPM to alternative ID effectiveness.

Risk Free A/B Testing
Run experiments on ad layouts, refresh rates, and bidder partners without disrupting your current setup. Make confident decisions backed by data.

Dedicated Expert Support
Get real time Slack support, regular performance check ins, and fast custom optimizations from a team that goes the extra mile.