Predicto uses Publisher Provided Identifiers to monetize cookieless traffic on iOS

Predicto provides solutions that use AI and machine learning to optimise content engagement for publishers. With the industry-wide transition to cookieless digital advertising already well underway, the business is facing a tough new challenge. Publishers will need to rely on new, privacy-focused solutions like leveraging first-party data to provide advertisers with information about the value of their inventory in the absence of third-party cookies. Predicto wanted to find an approach that would allow them to continue providing rich data to advertisers and maximizing publisher revenue and CPM.

Predicto turned to Google, knowing that one of Google Ad Exchange’s key features is its ability to run data-enriched auctions — even where cookies are not in play. Ad Exchange achieves this by using machine learning, contextual signals and tools like Publisher Provided Identifiers (PPID) to ensure that users see more relevant — and therefore valuable — ads. PPID is an identifier sent by the publisher to Google Ad Manager for use in frequency capping, segmentation and targeting. The pseudonymised first-party identifiers are created and controlled by publishers, and Google has no visibility or access to the underlying data.

Google Ad Manager also gives publishers access to a broad spectrum of demand with Ad Exchange, which can increase competition and further boost the value of cookieless inventory.