Reach Plc
Reach Plc Elevates Ad Revenue and User Engagement with LiveRamp’s Authenticated Traffic Solution (ATS)
The UK’s largest commercial news publisher enhances monetisation and privacy compliance in a cookieless world adapting to signal evolution.
46
%
increase in average winning CPM
17
%
increase in average bid CPM
Significant fill rate improvements across multiple browsers
Client
Company Size
1,000 – 5,000 employees
Industry
Publisher
Solution
Authenticated Traffic Solution (ATS), RampID
46
%
increase in average winning CPM
17
%
increase in average bid CPM
Significant fill rate improvements across multiple browsers
The Challenge:
Reach Plc, the UK’s and Ireland’s largest commercial news publisher, and home to brands like OK!, the Mirror, Express, Daily Record, and Daily Star, needed a solution to support their operations across multiple markets. They faced several challenges:
- Protecting ad revenue in anticipation of the depreciation of third-party cookies and to create a sustainable strategy for signal loss
- Improving the monetisation of their authenticated users to increase both yield and overall advertising revenue in a privacy-conscious way.
- Accessing people-based marketing budgets typically reserved for walled gardens.
- Avoiding additional code on the page to minimise latency.
The Solution:
Reach Plc partnered with LiveRamp to implement the Authenticated Traffic Solution (ATS). This solution allowed them to offer addressability to over 450 brands by using LiveRamp’s pseudonymous, people-based identifier, RampID, across all browsers. The implementation avoided additional page latency, ensuring an optimal user experience.
With RampID, we've significantly improved our reach and monetisation across all browsers. This enhancement means we can now effectively engage with our audience in a privacy-conscious manner, ensuring that our advertising strategies are both compliant and highly effective. As a result, we've unlocked new revenue streams and can deliver more personalised and relevant content to our users, driving both engagement and growth.
The Results:
Reach plc’s implementation of ATS RampID led to significant monetisation improvements across their authenticated audiences:
- Average Winning CPM: Increased by 46%.
- Average Bid CPM: Increased by 17%.
Browser-Specific CPM Increases:
- Firefox: Fill rate improved by 40%
- Safari: Fill rate improved by 17%
- Edge: Fill rate improved by 41%
- Chrome: Bid rate increased by 150%, win rate increased by 70%, and fill rate improved by 11%
These results highlight the critical role of adopting a people-based marketing strategy that prioritises user privacy. By leveraging LiveRamp’s ATS, Reach Plc not only protected its ad revenue from the challenges posed by the depreciation of third-party cookies but also discovered new revenue opportunities through significant increases in CPMs and bid rates.
What’s Next?
If you’re ready to join the world’s most innovative companies and explore what data collaboration can do for you and your partners, LiveRamp is ready to help!