Boosting Ad Value: PropertyPal's ATS Success Story

At PropertyPal, we’re constantly looking for ways to improve the experience for our users while ensuring that our partners get the best value from advertising on our platform. With over 1.6 million visitors per month, our site is a significant destination for property seekers across Northern Ireland. To maximise the potential of our advertising inventory, we recently implemented a powerful solution to enhance how we deliver value to brands.

The Challenge: Enhancing Ad Value and Monetisation

As Northern Ireland’s leading property portal, we showcase home sales and rentals from 100% of the region’s estate agents. Our platform is monetised through estate agent listings, product promotions such as mortgage availability, and advertising opportunities for major brands across various industries.

However, we recognised a challenge: our advertising spaces, managed via programmatic ad platforms, were not achieving their full value. We felt that these ad spaces could be more effectively sold as premium inventory, and that the potential value was being underestimated.

Our primary goals were to:

• Better monetise our authenticated users and drive up yield.
• Protect our advertising revenue ahead of Chrome’s upcoming cookie deprecation.
• Capture people-based marketing budgets from brands.
• Implement a solution that prioritises user privacy.
   

The Solution: Partnering with LiveRamp and ATS

To address these challenges, we partnered with LiveRamp to integrate their Authenticated Traffic Solution (ATS) across our website. ATS allows us to enhance the addressability of our media portfolio by using LiveRamp’s pseudonymous, people-based identifier, RampID. This solution enables us to boost the value of our media inventory across multiple channels while preparing for a future without third-party cookies.

ATS creates addressable audiences without relying on third-party cookies or mobile identifiers, making it possible for us to offer marketers people-based marketing capabilities across all browsers, including Chrome, Safari, and Firefox. This not only helps us prepare for the post-cookie era but also delivers immediate, tangible results.

By implementing ATS, we can now offer authenticated inventory to marketers interested in people-based advertising, significantly boosting our overall monetisation and yield. The entire implementation process was smooth, taking only 48 hours to complete, which allowed us to quickly see incremental revenue growth with minimal operational disruption.

How ATS Improved Our Advertising Approach

Incorporating LiveRamp's ATS was a strategic move for PropertyPal. In today’s dynamic digital environment, we knew the changing cookie landscape presented significant challenges, particularly in terms of targeting audiences effectively while respecting privacy. ATS provided us with a future-ready solution that aligns with our commitment to data privacy and efficient marketing.

The implementation process was impressively straightforward. LiveRamp offered us flexibility in terms of user authentication, whether through our email database or user logins, which ensured a seamless transition without disruption to our existing processes.

Our partnership with LiveRamp has not only helped us grow our advertising revenue but has also strengthened our competitive position in the market. By focusing on privacy-friendly, people-based marketing, we’ve built a more robust and attractive advertising product for our partners.

Results: Boosting Ad Revenue and Value

Since integrating LiveRamp ATS, we’ve seen impressive results in the value and performance of our advertising inventory:

• 49.5% increase in the average bid rate from programmatic partners on authenticated audiences.
• 94.5% increase in the average winning bid CPM across authenticated users.
• 12.0% boost in overall incremental programmatic ad revenue.
   

These results underscore the success of our partnership with LiveRamp and our decision to implement ATS. By offering more addressable audiences for brands, we’ve been able to improve not only the value of our advertising but also the experience for users and brands alike. As we look ahead to the upcoming cookie deprecation in 2024, we’re confident that our approach will continue to deliver strong results while keeping user privacy front and centre.
 

Andrew Murdoch, our Chief Technology Officer, commented:

Our partnership with LiveRamp has been instrumental in enhancing our advertising strategy. With ATS, we’ve improved efficiency, monetised our inventory more effectively, and positioned ourselves to stay ahead in a challenging digital landscape. We’re committed to delivering premium value to our advertisers while maintaining a seamless experience for our users.

A Future-Focused Advertising Strategy

The implementation of ATS at PropertyPal is part of our broader effort to create a sustainable, privacy-friendly approach to advertising that benefits both our users and our partners. By preparing for the changes ahead, we’re ensuring that we continue to offer high-quality, relevant advertising experiences that match the needs of both brands and users.

To our advertisers, this means access to more valuable, addressable audiences. To our users, it means a more tailored experience with relevant content and ads that align with their needs. At PropertyPal, we’re committed to innovating and improving every aspect of our platform to serve our community better.