Freestar has a multi-pronged approach that will contribute to your continued ad monetization performance.
Overview
Why all the fuss about a world without third-party cookies, and how bad is it? Rest assured, the sky is NOT falling. Freestar sees this' new world' as an opportunity for positive change that can benefit users, publishers, and advertisers alike as we adapt and pivot to new privacy-friendly solutions.
Freestar's strategy largely falls into three main buckets.
First-Party Data
We believe that quality publishers who offer actual and substantial value to users have a bright future! For these publishers, collecting data from them will be a natural website experience, regardless of the impact on ad targeting. For example, dropping your email address to receive the monthly newsletter would make sense.
We work with our publishers to develop a first-party data strategy, beginning to end.
Freestar partners with several identity solutions to increase supply value through identity resolution on addressable and unaddressable inventory. Freestar enables partnerships through our wrapper without any additional integration steps. We work closely with our ID partners to connect with the Demand side, ensuring they are delivering value each step of the way. Freestar is also involved with the Google Privacy Sandbox testing and working closely with our Demand partners to understand performance and tactics to best optimize for the future.
As publishers focus on creating meaningful audience connections, we provide various FPD monetization options through packaging and evangelizing the activations of PMP deals and audience segments.
Testing and Measuring Addressability Solutions
Using our testing framework, we continuously evaluate all identity solutions and third-party ID vendors, allowing us to measure and adapt as solutions evolve.
Freestar's split testing and internal reporting technology allow us to measure each identity vendor's revenue uplift. This data lead feature showcases the benefits of adopting identity integrations by providing a revenue comparison on your site when a provider is enabled or disabled.
The Identity Testing Framework allows us to monitor and adapt to changes over time, as we expect results to evolve while the industry shifts away from 3rd-party cookies. Effective solutions will yield long-term improvements in Cost Per Mille (CPMs) and increased overall revenue or Revenue Per Session (RPS).
Leading industry innovation
As the industry moves to a new way of identifying and targeting users across the web, industry leaders are working together toward solutions. These solutions are not a one-time fix-all but a multi-faceted and evolving approach.
You can lean on Freestar as a trusted extension of your business to manage the complexities of monetization on the open web. As part of Prebid and IAB working groups, we're now adapting but at the table while determining the innovative solutions that will propel us into the future.