{"id":46294,"date":"2023-11-07T11:37:05","date_gmt":"2023-11-07T17:37:05","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=46294"},"modified":"2025-12-01T11:49:02","modified_gmt":"2025-12-01T17:49:02","slug":"mediavine-first-party-data-solution","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/mediavine-first-party-data-solution\/","title":{"rendered":"How Publishers Can Profit in a Cookie-less World: Mediavine\u2019s Comprehensive First-Party Data Solution"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Mediavine<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">How Publishers Can Profit in a Cookie-less World: Mediavine\u2019s Comprehensive First-Party Data Solution<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2023-11-07T11:37:05-06:00\">November 7, 2023<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>Yes, it\u2019s finally happening.&nbsp;<\/p>\n\n\n\n<p>After nearly four years of delays, the end of third-party cookies is nigh. Deprecation will begin in early 2024 and cookies will be fully phased out by the end of the year, according to Google.<\/p>\n\n\n\n<p>The end of third-party cookies will forever change the ad landscape \u2014 but will it mean the end of content creators?<\/p>\n\n\n\n<p>Not if you\u2019re a Mediavine publisher.<\/p>\n\n\n\n<p>Because Mediavine built the only first-party data solution for publishers and advertisers alike, we predict these changes will mean only good things for those who join us on this journey.<\/p>\n\n\n\n<p>What is that solution? And what exactly is the problem that it\u2019s solving for?&nbsp;<\/p>\n\n\n\n<p>Grab your coffee and take a seat while we break down the end of cookies, the coming shift in the ecosystem and Mediavine\u2019s multifaceted plan for the future.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-going-away-when-cookies-go-away\"><strong>What is Going Away When Cookies Go Away?<\/strong><\/h2>\n\n\n\n<p>We\u2019ve gone over this in detail and recommend checking out some of our <a href=\"https:\/\/www.mediavine.com\/google-doubles-down-on-privacy-sandbox-and-first-party-data-thats-a-good-thing\/\">previous blog posts<\/a> for more information. But the long and short of it is that the end of cookies means the end of advertisers\u2019 ability to serve ads relevant to readers \u2014 and measure how well those ads worked.<\/p>\n\n\n\n<p>Example: If you\u2019re selling diapers, you\u2019ll no longer be able to target parents of newborns, nor find out from local stores if you sold more diapers to readers that saw your campaigns.<\/p>\n\n\n\n<p>Browser-based (third-party) cookies made this user data, and performance tracking of ads targeted toward those readers, readily available. Come 2024, this fundamental tool of the advertising industry will be fully deprecated. Then what?<\/p>\n\n\n\n<p><strong>Without an alternative to this system, expect advertisers to be willing to pay less per ad unit since they\u2019re not able to hyper-target audiences or accurately measure investment.&nbsp;<\/strong><\/p>\n\n\n\n<p>Put another way, brands will still want to reach the same people, but without cookies, they\u2019ll have to buy more inventory across the whole internet in order to achieve the same results, meaning the amount you\u2019ll see from the units on any individual site will decline sharply.<\/p>\n\n\n\n<p>How much less are we talking about? <strong>Google estimates up to a 60% decline in ad performance<\/strong>.<\/p>\n\n\n\n<p>Deep breaths. That figure implies that there are no solutions or alternatives to third-party cookies. But as a Mediavine publisher, you\u2019ve got plenty.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mediavine\u2019s Multifaceted Approach<\/strong><\/h2>\n\n\n\n<p>We need to recognize that cookies are going away for a reason \u2014 the widespread shift in reader expectations toward greater privacy regulation is no accident.<\/p>\n\n\n\n<p>Things are changing and we can\u2019t simply replicate what we had in the past. Not every reader is willing to be served fully personalized ads.<\/p>\n\n\n\n<p>This is why we\u2019re being realistic and going with what we think of as a Good, Better, Best methodology for addressing the variety of readers on your website.&nbsp;<\/p>\n\n\n\n<p>Think of a pyramid with Good at the bottom, making up the bulk of web traffic. It\u2019s essential, but you really want the Better and Best sections at the top of the pyramid.<\/p>\n\n\n\n<p>In summary, here are the three levels of the pyramid:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Good<\/strong>. Many readers will accept no personalization at all. For these readers, we\u2019ll rely on direct-sold contextual ads on Safari and on Chrome, as well as Google\u2019s Privacy Sandbox. (More on these shortly.)<\/li>\n\n\n\n<li><strong>Better<\/strong>. These readers won\u2019t go so far as to log into your website but will still consent to personalized ads. With these readers, we\u2019ll be able to replicate a lot of the signals (and performance) cookies have given us. (More on this shortly also.)<\/li>\n\n\n\n<li><strong>Best<\/strong>. Authenticated Traffic. The pinnacle of the pyramid for a reason. The best readers are those willing to log into your site and, in doing so, allow us to serve personalized ads and even partner with companies to provide measurement to brands. At this point, we\u2019re not just equalling the performance of a website using cookies but <strong>performing even better than ever<\/strong>.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--1024x683.jpg\" alt=\"\" class=\"wp-image-46774\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--1024x683.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--1170x780.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--800x533.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--960x640.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid--1080x720.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image1-pyramid-.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Mediavine will be able to serve high-paying ads to all three categories of readers with the goal of maximizing the Better and Best categories to net you even more revenue on balance.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s break down the three groups in more detail to get a better understanding of how they will formulate our comprehensive strategy to surpass the third-party cookie era.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Good: The Anonymous User<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Performance: Not Third-Party Cookies But Alright &amp; Getting Better<\/strong><\/h3>\n\n\n\n<p>A majority of your traffic isn\u2019t going to consent to personalized ads nor log in. I wish it wasn\u2019t true, but it is, and a majority of anything is impossible to ignore.<\/p>\n\n\n\n<p>So what will we do to help publishers monetize the majority of your readers once the world can no longer rely on third-party cookies?<\/p>\n\n\n\n<p>First, it will depend on the browser. If they\u2019re running Chrome, we\u2019re going to take advantage of the <a href=\"https:\/\/privacysandbox.com\/\">Privacy Sandbox<\/a>.<\/p>\n\n\n\n<p>As one of only six <a href=\"https:\/\/www.prnewswire.com\/news-releases\/mediavine-selected-as-initial-member-in-the-launch-of-the-google-certified-publishing-partner-premier-program-301883478.html#:~:text=About%20Mediavine&amp;text=Mediavine%20proudly%20ranks%20as%20a,Place%20to%20Work%C2%AE%2C%20Inc.\">GCPP Premier<\/a> partners, we\u2019ve been in regular contact with both the Google Chrome and Ad Manager teams responsible for the Privacy Sandbox.<\/p>\n\n\n\n<p>We\u2019ve been early testers of its features over the years, including the <a href=\"https:\/\/developer.chrome.com\/docs\/privacy-sandbox\/protected-audience\/\">Protected Audience API<\/a> and <a href=\"https:\/\/privacysandbox.com\/proposals\/topics\/\">Topics API<\/a> \u2014 the two features that look like third-party cookie replacements for personalized ads.<\/p>\n\n\n\n<p>Between these two APIs and the rest of the Privacy Sandbox, we hope to recover a lot of the lost revenue for these (many) good readers.<\/p>\n\n\n\n<p>But that still leaves Safari, Firefox and other browsers without third-party cookies \u2014 as well as Chrome users that have opted out of Privacy Sandbox features.<\/p>\n\n\n\n<p>In those cases, we still have a variety of ways to help you monetize those readers through our incredible partnerships and sales efforts.&nbsp;<\/p>\n\n\n\n<p>We\u2019ll be using more old school ad targeting methods like contextual, where ads are about the content or site you\u2019re reading rather than the reader. This style of ad targeting won\u2019t earn publishers as much as cookie-based ads do today, but it\u2019s a whole lot better than nothing, especially as this technology improves.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-contextual-advertising-.jpg\" alt=\"\" class=\"wp-image-46815\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-contextual-advertising-.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-contextual-advertising--320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-contextual-advertising--768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-contextual-advertising--555x370.jpg 555w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>Speaking of better \u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Better: First-Party Data<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Performance: On Par With Third-Party Cookies or Darn Close<\/strong><\/h3>\n\n\n\n<p>Every time Google or anyone else talks about the end of third-party cookies, they talk about first-party data as the solution \u2014 and for good reason.&nbsp;<\/p>\n\n\n\n<p>Mediavine is perfectly positioned to assist publishers in harnessing the power of first-party data. In fact, our expertise in this area was recently acknowledged at Google&#8217;s Publisher Data Summit, where we were honored with the <strong>First-Party Data Activation award<\/strong> for our innovative first-party data solutions.<\/p>\n\n\n\n<p>But, without third-party cookies, there\u2019s no third-party data.<\/p>\n\n\n\n<p>Ultimately there\u2019s only one person that can replace the data, and that\u2019s the person who runs the website. The publisher. You.<\/p>\n\n\n\n<p>That\u2019s why Mediavine built Grow, a tool to allow all publishers to band together and generate enough volume of first-party data to have an impact on advertiser spend.<\/p>\n\n\n\n<p>Individually, none of us has the scale to offer what advertisers need, but combined across our 10,000+ publisher sites, we sure do.<\/p>\n\n\n\n<p>That\u2019s where Grow comes in. If a reader consents to personalized ads, even if they don\u2019t log in, we\u2019re able to start learning about the reader as they browse sites running Grow.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"426\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-authenticated-user-2.jpg\" alt=\"\" class=\"wp-image-47136\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-authenticated-user-2.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-authenticated-user-2-320x170.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-authenticated-user-2-768x409.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image3-authenticated-user-2-569x303.jpg 569w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>For example, if the reader browses a Grow site about cars, we may learn that they are looking to purchase a car. Then, when they browse your food blog, which is also running Grow, we can serve a car ad to that reader even when they\u2019re browsing a food blog.&nbsp;<\/p>\n\n\n\n<p>You can start to see where the scale of Grow is vital to its success and why we want as many websites running this as we possibly can.<\/p>\n\n\n\n<p>These ads \u2014 not the Best (still to come) but Better than anonymous because they\u2019ve given us some degree of consent \u2014 provide advertisers many of the targeting capabilities they need and should be nearly as strong performance-wise as what third-party cookies\/data provide.<\/p>\n\n\n\n<p>Now we\u2019re getting somewhere, but we\u2019re not done yet. The ultimate goal is not just replacing third-party data, but improving on it with authenticated traffic \u2014 the Best solution of all.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Best: Authenticated Traffic<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Performance: Better Than Any Third-Party Cookies You Ever Had, By a Wide Margin<\/strong><\/h3>\n\n\n\n<p>This isn\u2019t just where Grow shines; it\u2019s where Mediavine publishers can dominate. No one else is offering a solution like this at this scale.<\/p>\n\n\n\n<p>Authenticated traffic is when a reader logs in to your site and consents to personalized ads.<\/p>\n\n\n\n<p>Grow is able to do this through a single sign-on account in which readers agree to plain English terms of service that let them know how we plan to use their data.<\/p>\n\n\n\n<p>Then, all you need to do as a publisher is have the reader log in.<\/p>\n\n\n\n<p>You don\u2019t need to worry about account creation, and more importantly, the data and consent side of the equation. It becomes one simple click.<\/p>\n\n\n\n<p>Already, we have millions of combined users and Grow provides a whole host of features that make logging in as easy as that one click.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image2-grow-sign-up-2.jpg\" alt=\"\" class=\"wp-image-46816\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image2-grow-sign-up-2.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image2-grow-sign-up-2-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image2-grow-sign-up-2-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/11\/Mediavine-Blog-Post-steric-does-3pc-image2-grow-sign-up-2-555x370.jpg 555w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p><strong>What do advertisers get out of this?<\/strong><\/p>\n\n\n\n<p>A lot. With first-party data in play, we can use identifiers such as <a href=\"https:\/\/www.grow.me\/publishers\/grow-me-the-first-unified-id-2-0-active-integration\/\">Unified ID 2.0<\/a> and <a href=\"https:\/\/www.grow.me\/publishers\/grow-me-and-first-party-data\/\">LiveRamp ATS<\/a> to give them even more than they got with third-party cookies.<\/p>\n\n\n\n<p>This allows advertisers to bring their own data to the equation, and in a privacy-safe manner. It\u2019s better data for them and better for the reader.<\/p>\n\n\n\n<p><strong>And the best part of all? It\u2019s also better for you.<\/strong> <strong>Way better<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Even while third-party cookies are still around, we can see that this authenticated traffic already earns publishers nearly 115% MORE on Safari.<\/p>\n\n\n\n<p>We expect that figure to increase as well. Remember, this is still new and many advertisers have yet to invest serious resources into these kinds of campaigns.&nbsp;<\/p>\n\n\n\n<p>We believe this is the future of digital advertising and that Mediavine publishers are poised to remain the top earning publishers on the internet because of it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>So, What\u2019s Going to Happen to My Revenue?<\/strong><\/h2>\n\n\n\n<p>A lot depends on the type of site you run as well as the decisions you make as a publisher. Do you plan to run Grow and optimize for those Better and Best ads? If so, we believe you\u2019ll find yourself walking away with a nice increase in revenue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Is Grow Required to Stay at Mediavine?<\/strong><\/h2>\n\n\n\n<p>While not technically required, unless you already have 5-10% of your traffic logged in and properly consenting, then you&#8217;re certainly going to want Grow.<\/p>\n\n\n\n<p>If you\u2019re thinking your 20,000 email subscribers have you covered, let\u2019s chat.<\/p>\n\n\n\n<p>Part of what makes Grow work so well is the collective power it brings to publishers. Your 20,000 subscribers may seem relatively modest, but through Grow, they are combined with the subscribers of potentially thousands of other websites to create a massive pool of authenticated users that rivals any publisher online and draws the attention of premium advertisements.<\/p>\n\n\n\n<p>In short, this isn\u2019t something that can be done easily on your own. Even some of the largest publications on the internet have trouble doing this alone, and most independent publishers don\u2019t have anywhere near the scale.<\/p>\n\n\n\n<p>If you want to continue to work with Mediavine and completely ignore the other ad types, you certainly can. You will take advantage of our Privacy Sandbox integrations, contextual advertising and partnerships, and you certainly will still make money.<\/p>\n\n\n\n<p>But you\u2019ll likely be leaving some money on the table compared to the third-party cookie world of today \u2014 and certainly more than if you run and optimize for Grow immediately.<\/p>\n\n\n\n<p>How do you optimize for Grow? 1,970 words is enough for one article. I\u2019m tired. But stay tuned because that post is coming soon!<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" 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style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-vertical-video-graphics-04-1024x576.jpg\" class=\"attachment-large size-large\" alt=\"Vertical Video Ads Capture New Revenue Streams at Mediavine\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-vertical-video-graphics-04-1024x576.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-vertical-video-graphics-04-320x180.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-vertical-video-graphics-04-768x432.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-vertical-video-graphics-04-1536x864.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-vertical-video-graphics-04-680x383.jpg 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-vertical-video-graphics-04-1280x720.jpg 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-vertical-video-graphics-04.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Monetize the Vertical Video Content You Already Have<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">4 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 From Social to Site: Mediavine&#8217;s Vertical Video Ads Are Live Publisher-produced video content is 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1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">How Publishers Win in the Next Era of the Internet<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Search is changing. Traffic is less predictable. Advertisers are getting more selective. Platforms are pulling value inward. None of this is new. What\u2019s new is the speed at which it\u2019s happening. The publishers who win next are not chasing loopholes or waiting for the next algorithm update&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-publishers-win-in-the-next-era-of-the-internet\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How Publishers Win in the Next Era of the Internet\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg\" class=\"attachment-large size-large\" alt=\"Photograph of Mediavine&#039;s Amanda Martin and Butler\/Till&#039;s Scott Ensign on stage at MVCon 2025\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-320x180.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-768x432.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1536x864.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-680x383.jpg 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1280x720.jpg 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">How to Create Content Advertisers Will Pay More For<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 If your goal is higher CPMs, steadier demand, and stronger long-term revenue, here\u2019s the uncomfortable truth: Advertisers are not paying more for more content; they\u2019re paying more for better environments, better audiences, and better experiences. That shift is already happening. Quietly. Algorithmically. And at scale. At MVCon,&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-to-create-content-advertisers-will-pay-more-for\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How to Create Content Advertisers Will Pay More For\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Yes, it\u2019s finally happening.&nbsp; After nearly four years of delays, the end of third-party cookies is nigh. Deprecation will begin in early 2024 and cookies will be fully phased out by the end of the year, according to Google. 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