Cookieless ad impressions are one-third cheaper, BidSwitch finds

BidSwitch this month released a study with Programmatic Insights for 2019. Ad impressions not matching through cookies had eCPMs that were a third of those that use cookie syncing, BidSwitch found.

BidSwitch is an exchange connecting supply and demand. BidSwitch has almost 50 trillion user ad requests every quarter.

According to BidSwitch, the bid rates for matched SSP requests are 57% higher than not matched SSP requests, and the difference between Chrome and Safari CPMs has increased from .8x to 1.8x in the past year.

Google , last year, did a similar study and identified that ads without cookies represent 52% less revenue for the publishers. Last month Safari blocked all third-party cookies by default, and Google’s Chrome will do the same in 2022.

BidSwitch saw in 2019 that deals in private marketplaces had eCPMs 3.2 times higher than inventory sold across the open exchange; public deals were 1.7 higher. First price auctions accounted for almost half (48.25%) of media spend in 2019, compared to second price, representing a 181% year-on-year growth.