Build a first-party audience signal in one afternoon

Build a first-party audience signal in one afternoon
Sites passing first-party segments to bidders earn 8-18% higher CPM on the open auction (CPM = cost per 1,000 impressions the buyer pays; RPM = what you keep per 1,000 pageviews). Sample: n=64 mid-size publishers.

— Step 1: Tag content into 6-10 topic buckets at the URL level.
— Step 2: Bucket users by sessions: 1 / 2-4 / 5+.
— Step 3: Pass both as key-values into the ad request.
— Step 4: Build a 'returning + topic' segment in your SSP.
— Step 5: Watch fill on that segment for 28d.

So what: Returning-reader segments price ▲ 11% vs anonymous.