Case Study: Mediavine achieves 142% CPM lift in cookie-restricted browsers with LiveRamp and Index Exchange

Mediavine lifts CPMs 142% in cookie-restricted browsers with Index Exchange

Mediavine, a publisher monetizing over 8,500 websites, faced a significant challenge as approximately 40% of its ad impressions occurred in cookie-restricted browsers like Safari. This lack of third-party identifiers caused marketers to bid less, resulting in CPMs that were more than 50% lower than in browsers like Chrome. To address this, Mediavine worked with vendor Index Exchange and leveraged its integration with LiveRamp's Authenticated Traffic Solution (ATS).

The solution implemented by Index Exchange connected Mediavine's authenticated traffic to LiveRamp's RampID, a people-based identifier. This strategy significantly improved addressability in cookie-restricted environments. The result was a 142% CPM lift in those browsers when the RampID was present, unlocking substantial new revenue for Mediavine's publishers and better preparing them for a future without third-party cookies.

Mediavine