Identity

Addressability — Definition & Explanation

The ability to identify and target a user across digital environments. Addressable impressions — where the user can be matched to an identity — command significantly higher CPMs (30-60% premium) than non-addressable impressions.

How Addressability Works

Addressability uses cookies, device IDs, email-based identifiers, or probabilistic matching to connect ad impressions to known users. Higher addressability rates allow buyers to apply targeting and attribution, increasing the value of each impression.

Why Addressability Matters for Publishers

As third-party cookies deprecate, addressability rates are declining for many publishers. Those who invest in first-party data and identity solutions will maintain higher addressability and protect premium CPMs.

Frequently Asked Questions

What percentage of impressions are typically addressable?

Addressability rates vary by publisher and cookie environment. Many publishers see 40-70% addressable on desktop and lower on mobile Safari where ITP blocks cookies.

How does addressability affect CPMs?

Addressable impressions command 30-60% CPM premiums over anonymous impressions because buyers can apply targeting and attribution.

How can publishers increase addressability?

By implementing UID2, RampID, or other identity solutions for authenticated users, and optimizing first-party data collection through registration and newsletter programs.

Related Terms

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