Background
The phasing out of third-party cookies has forced publishers to rethink their strategies. With over 60% of the internet already cookieless, traditional tracking methods are no longer viable. Publishers and advertisers must now balance privacy and performance. Adapex’s Data Refinery is a proven platform leading the way, delivering both innovation and measurable results.
Built on first-party data and advanced AI, the Data Refinery provides a privacy-compliant yet highly effective targeting ecosystem. Publishers unlock new revenue streams, and advertisers benefit from precision targeting—a win-win for sustainable growth.
How Adapex’s Data Refinery Works
- Beyond Cookies
Alternative identifiers are more than a replacement for cookies—they create robust, addressable audiences while preserving user privacy. - Activating Untapped Potential
Deploying the Data Refinery across all browsers—including Safari, Firefox, Edge, and Chrome—drives significant RPM (Revenue Per Mille) growth. While Chrome shows minor RPM uplifts due to existing cookies, Safari, Firefox, and Edge see substantial gains. - AI-Driven Insights
Backed by AI expertise from parent company Datrix, the Data Refinery transforms data into actionable insights. Publishers optimize inventory, and advertisers maximize ROI through precise targeting. - Privacy-First, Performance-Focused
The future of advertising depends on privacy. The Data Refinery enables privacy-compliant targeting while driving exceptional revenue performance.
Industry Perspective: The Future of Alternative IDs in Bidding
Adoption of alternative IDs is growing, yet many demand-side platforms (DSPs) remain slow to transact on them. While 35–40% of web traffic across Chrome, Safari, and Firefox now carries an alternative ID, buyers still prioritize traditional cookie-based inventory. (AdExchanger)
However, waiting for cookies to vanish before exploring alternative solutions is a missed opportunity. As Matt Davies of BidSwitch noted, “A lot of DSPs are listening, but not making decisions based on open IDs yet.” The time to test and implement alternative IDs is now.
At Adapex, our Data Refinery proves that alternative identifiers are more than just a replacement—they are revenue accelerators. By integrating multiple IDs and leveraging first-party data, publishers stay ahead, maximizing monetization while remaining privacy-compliant.
Case Study: Real Estate Publisher Success Story
The Challenge
Utahrealestate.com, a leading real estate listing site, aimed to monetize high-value traffic across all browsers, particularly on cookieless environments like Safari, Firefox, and Edge. The goal was to ensure a seamless user experience, comply with privacy regulations, and drive revenue growth.
The Solution
In October, Utahrealestate.com activated Adapex’s Data Refinery, an AI-powered identity and data platform for privacy-first targeting. The platform integrated alternative IDs and contextual solutions to optimize ad performance and revenue potential.
The Results
- Overall Performance: +10% RPM uplift across all browsers.
- Browser-Specific Gains:
- Safari: +19.3% RPM increase, proving effectiveness in cookieless environments.
- Google Chrome: +6% RPM increase, with potential for greater gains as user consent regulations evolve.
Publisher Feedback:
“The Adapex Data Refinery has become an integral part of our monetization strategy. The RPM growth across all browsers, especially on Safari and Chrome, has exceeded our expectations and positioned us for sustained success in a privacy-first world.”
Monthly RPM Uplift Trends
To further validate the Data Refinery’s success, we analyzed monthly RPM trends across all browsers and sites in the Adapex Network.
These trends reinforce the Data Refinery’s effectiveness, particularly in cookieless environments. Safari consistently demonstrates strong RPM gains, while Chrome reflects incremental growth as the market shifts toward privacy-first strategies.
Conclusion
The Adapex Data Refinery is more than a response to a cookieless world, it is a driver of publisher success. By leveraging first-party data and AI-driven insights, our solution ensures sustained revenue growth in a privacy-first ecosystem. With Adapex’s Data Refinery, publishers don’t have to choose between privacy and performance—they can achieve both.
