Secure Signals Delivers 9% Revenue Uplift for ExMarketPlace

The challenge

Third-party cookie deprecation and strict privacy laws have fragmented addressability signals across the ecosystem. ExMarketPlace needed to maintain strong programmatic performance by ensuring demand partners received privacy-safe identifiers and encrypted signals.

The approach

By simply toggling a switch¹ in Google Ad Manager and confirming buyer integrations, ExMarketPlace seamlessly shared encrypted identifiers with bidders. This straightforward feature provided demand partners with precise, privacy-safe targeting on ad requests. The transparency automated higher competition from third-party identify-driven bidders, driving stronger programmatic yields.

The results

+9%

Overall revenue uplift²
+56%

CPM uplift for in-stream video ad traffic²
+24%

CPM uplift for banner ad traffic with signals present²

Navigating privacy-first addressability was vital for us. By simply enabling Secure Signals in GAM, we unlocked stronger programmatic yields and a 9% revenue uplift, proving that privacy-safe targeting can be both simple and highly effective.

Andrea Mora, Business Development Director

Use of Secure Signals to share encrypted identifiers is strictly conditioned on the publisher obtaining valid, ePrivacy-compliant user consent in accordance with applicable regulations (including GDPR and DMA).
Ad Manager reporting data 2026. Individual results may vary.

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Secure Signals Delivers 9% Revenue Uplift for ExMarketPlace

Tags

The challenge

The approach

The results

Navigating privacy-first addressability was vital for us. By simply enabling Secure Signals in GAM, we unlocked stronger programmatic yields and a 9% revenue uplift, proving that privacy-safe targeting can be both simple and highly effective.

Secure Signals Delivers 9% Revenue Uplift for ExMarketPlace

Tags

The challenge

The approach

The results

Navigating privacy-first addressability was vital for us. By simply enabling Secure Signals in GAM, we unlocked stronger programmatic yields and a 9% revenue uplift, proving that privacy-safe targeting can be both simple and highly effective.

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