Report: Pair cookies with 3rd party data for best results

Experts around the Web have begun touting the importance of value - as in customer value or how a customer may impact a brand over a series of years rather than a single campaign. New data out from Casale Media's Index shows one way to increase customer value: pair cookies with third party data.

by Kristina Knight

Cookies may not be a hot topic in some circles but new data out from Casale Media shows cookies are still holding their own. And, in fact, that cookies can be quite valuable in the right setting - third party data. Their research shows that the matching of cookies to quality third party data in an RTB setting nearly doubled the average bid price of cookies without the data matching.

According to the report:

• 47% of publisher impressions do match cookies and 3rd party data
• 67% of browser Safari's impressions are served without data
• 15% of IE's impressions are served without data
• Most cookie-less impressions are served via smartphone

"The data shows how Apple product users on Safari, iPad and iPhone are driving publishers' RTB revenues down, as they fuel cookie-less impressions that advertisers don't value as highly," said Andrew Casale, VP of Strategy for Casale Media. "This is a possible glimpse into what's to come, as other web browsing platforms mull changes to cookie support and underscore the importance of an industry wide solution to our reliance on 3rd party cookies in display - similar to the AdId initiative in mobile."

Image via Shutterstock

Tags: Casale Media, cookie trends, data analysis, data collection, online data