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The media company Dotdash Meredith is now using its contextual solution, D/Cipher, in more than 30% of its direct ad buys less than one year after launching the product, according to CEO Neil Vogel.
For those advertisers not yet willing to quit third-party cookies, Dotdash Meredith lets the advertiser see it outperform other solutions.
The publisher asks an advertiser to set aside 15% to 20% of a given campaign to run using D/Cipher, and if it fails to outperform the benchmark, the media company will rerun the campaign.
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