Underdog Media Monetizes Unaddressable Supply with Lexicon
Lexicon Case Study
Week One
+50%
+30%
Revenue Lift from Unaddressable Traffic
Bid Rate Increase
Two Weeks
+194%
+140%
Revenue Lift from Unaddressable Traffic*
Win Rate on Average*
We’ve been looking for a solution that helps monetize cookieless traffic. After implementing Lexicon we were surprised to see great immediate results from our buyers who are using the technology. Within the first week, our cookieless revenue increased by 50% and our bid rate activity jumped. Historically, we haven’t seen such a distinct change when we add a new identity module.
— Barbara Jennings, VP of Operations, Underdog Media
*For Lexicon enabled DSPs
The Customer
Underdog Media is an innovative ad monetization company serving 100% viewable ad units and intelligent advertising solutions. Approximately 35% of Underdog Media’s supply is outside of third-party cookies which limits the opportunity for advertisers to target inventory across the open web.
The Challenge
Limited technical resources and scale create barriers for publishers to monetize with the identity solutions currently in-market. Many solutions rely on authenticated users, sometimes tied to 1P data and/or require a publisher to adopt another universal ID. Underdog Media wanted a solution for their EDGE ad unit that they could quickly implement and scale immediately.
The Solution
Underdog Media turned to Lexicon from 33Across to help monetize their unaddressable inventory across existing supply-side platforms. Lexicon, makes cookie-alternative buying on the open web simple and efficient by seamlessly connecting multiple partner identifiers together across authenticated and unauthenticated traffic. Once they installed Lexicon, approximately 90% of Underdog’s unaddressable inventory became targetable by unique cookie alternative demand.
Success By The Numbers
Within a week of launch, revenue from unaddressable traffic increased by 50% with a bid rate increase of 30%. In addition, Underdog Media saw a 194% increase in revenue from unaddressable traffic through a leading supply-side platform over the course of two weeks. Approximately 82% of this revenue originated from Safari traffic. Underdog Media saw a 140% increase in win rates* with Lexicon-enabled traffic, compared to third-party cookies.
Week One
+50%
Revenue Lift from Unaddressable Traffic
+30%
Bid Rate Increase
Two Weeks
+194%
Revenue Lift from Unaddressable Traffic*
+140%
Win Rate on
Average*
We’ve been looking for a solution that helps monetize cookieless traffic. After implementing Lexicon we were surprised to see great immediate results from our buyers who are using the technology. Within the first week, our cookieless revenue increased by 50% and our bid rate activity jumped. Historically, we haven’t seen such a distinct change when we add a new identity module.
— Barbara Jennings, VP of Operations, Underdog Media
*For Lexicon enabled DSPs
The Customer
Underdog Media is an innovative ad monetization company serving 100% viewable ad units and intelligent advertising solutions. Approximately 35% of Underdog Media’s supply is outside of third-party cookies which limits the opportunity for advertisers to target inventory across the open web.
The Challenge
Limited technical resources and scale create barriers for publishers to monetize with the identity solutions currently in-market. Many solutions rely on authenticated users, sometimes tied to 1P data and/or require a publisher to adopt another universal ID. Underdog Media wanted a solution for their EDGE ad unit that they could quickly implement and scale immediately.
The Solution
Underdog Media turned to Lexicon from 33Across to help monetize their unaddressable inventory across existing supply-side platforms. Lexicon, makes cookie-alternative buying on the open web simple and efficient by seamlessly connecting multiple partner identifiers together across authenticated and unauthenticated traffic. Once they installed Lexicon, approximately 90% of Underdog’s unaddressable inventory became targetable by unique cookie alternative demand.
Success By The Numbers
Within a week of launch, revenue from unaddressable traffic increased by 50% with a bid rate increase of 30%. In addition, Underdog Media saw a 194% increase in revenue from unaddressable traffic through a leading supply-side platform over the course of two weeks. Approximately 82% of this revenue originated from Safari traffic. Underdog Media saw a 140% increase in win rates* with Lexicon-enabled traffic, compared to third-party cookies.
Email us to Learn More
- london-support[at]33across.com
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