First-party audience segments vs third-party cookies for CPM

First-party audience segments vs third-party cookies for CPM

Benchmark drop. CPM premium by targeting signal, post-cookie-deprecation tests (n=55 sites):

— First-party segments (logged-in/email) $▮▮▮▮▮▮▮ +34% CPM
— Publisher Provided IDs (PPID) $▮▮▮▮▮ +18%
— Third-party cookie (legacy) $▮▮▮▮ +12% and shrinking
— Contextual only $▮▮▮ baseline

As third-party cookies fade, first-party data is the CPM moat. Building a PPID from hashed emails or even a stable pseudonymous ID lifts addressability without consent friction.

Contextual is the floor everyone shares. Your edge is the audience signal only you own.

So what: First-party segments vs contextual-only — addressable CPM ▲ 34%.