First Party Data Solution Drives RPM Uplifts

Utahrealestate.com, a leading real estate listing site, needed to adapt to the challenges of cookieless targeting by adopting privacy-compliant, first-party data solutions. Partnering with Adapex, they activated Magnify™,  an advanced identity and data platform. Magnify™ integrates with 26+ universal IDs, and AI-driven contextual signals and leverages publisher data for optimized performance.

The results were clear: Utahrealestate.com saw consistent RPM increasesacross programmatic demand, especially on Safari, a browser that does not support third-party cookies. (RPM reflects revenue from all ad units on a page.)

As privacy regulations and browser changes reshape digital advertising, publishers face mounting challenges:

• Browsers like Safari have eliminated third-party cookies.
• Google’s shift to user consent will further complicate audience targeting.

Utahrealestate.com needed a solution that could:

• Deliver scalable, privacy-compliant targeting aligned with user preferences.
• Increase revenue across all browsers, including cookieless environments.
• Boost RPMs on Safari and future-proof their monetization strategy.

In October, Utahrealestate.com deployed Adapex’s Magnify, an AI-powered identity and data platform designed for privacy-first targeting. The platform consistently improved RPMs across all browsers by integrating alternative IDs and contextual solutions.

The implementation delivered measurable success:

Utahrealestate.com’s adoption of Adapex’s Magnify™ identity and data connector demonstrates how publishers can thrive in a cookieless world. The +10% RPM overall uplift and 19.4% uplift for all Safari traffic highlight the value of privacy-compliant, data-driven strategies.

By connecting publishers to 26 universal identifiers through a seamless implementation process, Magnify™ empowers teams to maximize revenue without added technical complexity. This solution delivers immediate results and positions Utahrealestate.com for sustained success in a rapidly changing digital environment.

With privacy regulations tightening and third-party cookies fading, we needed a scalable, privacy-first solution. The seamless integration of universal IDs and AI-driven targeting delivered immediate results—boosting overall RPM by 10% and Safari by 19.3%. Adapex helped us future-proof our monetization while maximizing revenue.

Utahrealestate.com