Publishers Earn 2-3x More for Identified Users: Operative Report

Operative’s State of Digital Advertising 1H 2023 report may not have the snappiest title ever, but it highlights why publishers care so much about identifying their users: advertising cost per thousand for identified users was 2x the CPM for unidentified users on Safari and 3X on Google Chrome.  According to the report, publishers are pulling their low-value anonymous inventory into private channels where they can bundle it with higher value inventory to gain higher revenue over-all.