Given the press, third-party is a dirty word, or, words. Even so, it takes some lift to really kick the habit of using third-party cookies for targeting. 

Female-focused Livingly Media is letting ad buyers test campaigns running third-party data with its own first-party data-based segments. And it’s seeing some decent returns. Some stats that came from my conversation with CEO Erica Carter:

• One CPG client increased spend with the publisher 5X in the second half of 2020
• On that, campaign viewability improved 10% above the brand’s benchmark
• This helped deal sell-through rate double year-over-year

Check out the rest of the piece for more details on how the publisher is kicking its reliance on the open exchange and building deeper relationships with clients.

As we know, the digital advertising ecosystem is being refitted for our more privacy-conscious times. Smart publishers are getting a headstart in forging closer ties with advertisers. But, we'll see that not everyone has the resource or the setup to do this on their own. 

With that, please consider supporting our journalism with an Adweek+ Subscription and gain full access to all of Adweek's essential coverage and resources.

Thanks for reading and have a great week!

Lucinda

Lucinda.southern@adweek.com

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She was formerly CFO of Mercer.

Ahead of the upfront, it's introducing a data clean room and proprietary identifier called the NBCU ID.

She had been with Duolingo since August 2016.