Pilot case by Yieldlab and the European NetID Foundation: Standardised ID management increases sales and ETCP in the programmatic value chain

The starting point for the comprehensive analysis was the question of how relevant standardised ID management is in programmatic marketing and what added value, not least in monetary terms, is created for publishers and marketers if users can be addressed independently of and across devices.

In order to be able to measure the value contribution of high-quality identifiers, the Yieldlab YRD platform was first technically expanded as the first sell-side platform (SSP) on the market for processing netID. Subsequently, in a three-week pilot case in August 2019, over 390 million programmatic transactions (bid responses) were analysed in Yieldlab YRD for the uplift potential of consent-based user identification using netID. The results prove the advantages for both publishers and marketers as well as advertisers: In addition to the fundamental legal certainty of a GDPR-compliant user approach, these advantages in the pilot case lie primarily in

• the expected 20% increase in potential target group reach due to the increase in higher-value cookies as a result of the stable (netID) identifier
• the average double-digit sales uplift and the double-digit overall eTKP increase of 12% that can be achieved
• the 168% increase in user-related eTKP when enriching the target group information with the stable (netID) identifier (from Ø € 0.41 to Ø € 1.10)

“The results of this pioneering pilot case underline the huge uplift potential of consent-based programmatic marketing and, in particular, standardised ID management via netID. The recent ECJ judgement on cookies, the upcoming ePrivacy regulation and the blocking initiatives of browser manufacturers will very soon make the matching of third-party data largely impossible. Intelligent and efficient media monetisation will then only be possible with high-quality user-accepted identifiers. As the first SSP to be equipped for netID, we are already opening up the advantages associated with this data protection-compliant user identification to publishers and advertisers,” explains Dirk von Borstel, CEO of Yieldlab.

Achim Schlosser, CTO European netID Foundation, adds: “This first pilot case shows that the netID approach for GDPR-compliant user identification (“Authenticated Consent/Identification”) is a win-win for all parties. The end user in particular continues to benefit from the advantages of personalised content, products or advertising. At the same time, the Privacy Centre provides them with maximum transparency and control over the use of their data and a convenient, permanent and efficient solution for consent management. This added value becomes ever greater the more online services and companies participate in this system. This makes it even more attractive for users and creates a corresponding momentum of its own.”