How PropertyPal Boosted the Average Programmatic Winning Bid CPM by 95% Across Authenticated Users

Challenge

PropertyPal is Northern Ireland’s leading property portal, showcasing home sale and rentals, from 100% of Northern Ireland’s estate agents.

The PropertyPal site attracts on average 1.6 million visitors per month, and is monetised through estate agent listings, product promotion such as mortgage availability, and through advertising to major brands from financial to retail and so on. Advertising on the site is managed through programmatic ad platforms, but PropertyPal felt that the value of the advertising spaces were not being sold as premium, and the value was being underestimated.

PropertyPal were keen to:

• Better monetise their authenticated users to drive up yield and overall advertising revenue
• Protect revenue ahead of the upcoming cookie depreciation in Chrome
• Capture people-based marketing budgets from brands
• Implement a solution centred on user privacy

Solution

PropertyPal partnered with LiveRamp to implement ATS (Authenticated Traffic Solution) across their website. ATS allows publishers to enhance addressability across its media portfolio with LiveRamp’s pseudonymous, people-based identifier, RampID, increasing the value of media inventory across all channels.

ATS creates addressable audiences without third-party cookies or mobile identifiers, enabling people-based marketing in Chrome, Safari, Firefox, and other browsers, preparing marketers for the post-cookie future while providing immediate results.

PropertyPal can now offer their authenticated inventory to marketers interested in people-based marketing, boosting their overall monetisation and yield.

The simple implementation of ATS took PropertyPal just 48 hours, meaning fast incremental revenue on advertising inventory and data, with minimal effort.

Results

Since partnering with LiveRamp, the value of PropertyPal’s advertising inventory has increased significantly, without any changes or rehauls of their digital properties necessary.

• The average bid rate from programmatic partners on authenticated audiences has increased 49.5%.
• The average winning bid CPM is up by 94.5%
• Boosted overall incremental programmatic ad revenue by 12%

PropertyPal is now able to offer more relevant audiences for brands, and therefore a better brand experience for users, and have protected the addressability of their ad inventory ahead of the Chrome cookie deprecation in 2024.