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Mediavine Launches its Proprietary First-Party Data Solution Grow.me

By CIOReview | Wednesday, October 7, 2020
Eric Hochberger, CEO

Eric Hochberger, CEO

Mediavine introduced Grow.me, their proprietary first-party data solution, and it features integration with LiveRamp's Authenticated Traffic Solution (ATS).

FREMONT, CA: Mediavine is the biggest exclusive ad management company in the United States and a Comscore top five lifestyle property. It has 130 million unique monthly visitors and 13 billion monthly ad impressions. The company has recently introduced Grow.me, its proprietary first-party data solution, and it features integration with LiveRamp's Authenticated Traffic Solution (ATS).

Grow.me is developed and powered by Mediavine. It is an audience engagement framework that allows independent publishers to offer audience authentication with engagement tools such as social sharing, email opt-ins, and other content curation features. The solution even provides an efficient mechanism for creating more meaningful relationships between the site and its audience and works with first-party data.

The Grow.me is developed for increasing speed and ad revenue. Therefore, its feature set is designed as a single-tool replacement for numerous current plugins, making it invaluable to website owners. Moreover, Grow.me also solves the issues for addressability on Safari and Firefox today, which helps to lift the revenue long before changes to Chrome are expected.

The third-party cookies have been the linchpin of the programmatic ad industry from its inception. Still, the increasing privacy concerns have instigated the industry to reconsider its relationship with such data due to which they are looking toward to future without third-party cookies. The industry is transforming to a new digital advertising ecosystem based on trust, which puts consumer interest first in the absence of third-party cookies.

"Many people in the Ad Tech industry have been talking about the demise of third-party cookies for a while. We decided to build a solution. Grow.me at its core is about keeping the web open and free, which means coming up with privacy-centric advertising that works for users, brands and publishers. We're excited to partner with LiveRamp, a pioneer in omnichannel advertising solutions, to create sustainable ways for marketers to reach users - both today and into the future when third-party cookies are gone," said Mediavine CEO Eric Hochberger.