Case Study

Secure Signals delivers 81% revenue uplift for New York Times Advertising in low-cookie environments

The challenge

As browser cookie deprecation accelerated, NYTA faced a loss of viable bid responses and programmatic revenue. The publisher needed to activate its proprietary first-party data for advertisers, without compromising audience privacy or the premium nature of its inventory.

The approach

Google's Secure Signals enabled the privacy-safe deployment of third-party IDs, including UID2 and RampID. With LiveRamp ATS integrated as a provider, Secure Signals seamlessly optimized NYTA’s identity framework with minimal technical lift. Ad Manager’s impact estimates helped NYTA measure and understand the effect of Secure Signals on revenue and CPM.

The results

+81%

Increase in revenue on browsers with restricted cookies
53%

Increase in revenue for Open Bidding
50%

Increase in revenue for Authorized Buyers

We chose to move forward with Secure Signals at New York Times Advertising because it offered a privacy-safe way to strengthen our identity framework and fully leverage the value of our first-party audience. The solution made it clear that we could preserve performance and improve monetization even as traditional signals declined.

Courtney Glaze, VP of Revenue Operations at, The New York Times

Publisher results 2025. Individual results may vary.

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Secure Signals delivers 81% revenue uplift for New York Times Advertising in low-cookie environments

Tags

The challenge

The approach

The results

Secure Signals delivers 81% revenue uplift for New York Times Advertising in low-cookie environments

Tags

The challenge

The approach

The results

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