MarTech Series – Marketing Technology Insights
33Across, a publisher technology platform designed for the open web, announced the proven results of its Lexicon identity solution on its first anniversary.
The vision for Lexicon is to help publishers succeed without cookies and simplify the increasingly complex identity landscape. Lexicon provides publishers with a comprehensive approach to unlock addressability and monetization on the programmatic open while honoring consumer privacy choices.
Today, publishers rely on third-party cookies for the majority of their programmatic revenue, leaving almost half of their inventory from cookieless browsers under-monetized. Lexicon has created an addressable infrastructure that allows demand partners and publishers to continue to transact programmatically without cookies. Since its launch, publisher adoption has grown over 100% and over 10 demand-side platforms have since integrated to target cookieless supply. Publishers can now seamlessly monetize their open-market unaddressable inventory as well as measure their addressable inventory in their 33Across dashboard. Lexicon has proven to help publishers transition away from the cookie and offers publishers tangible results to monetize their unaddressable revenue.
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Lexicon’s performance metrics are:
“Lexicon’s differentiated technology and operating model is an open web solution that allows publishers to equally monetize their content from any browser at a programmatic scale. Lexicon has proven to be a valuable solution for publishers who are looking to make their inventory addressable and increase monetization while honoring consumer privacy choices,” said Eric Wheeler, CEO of 33Across. “The future of programmatic without cookies remains a big challenge for publishers and Lexicon has proven to be a game-changing solution for the industry.”
One publisher benefiting directly from 33Across’ identity solution, Lexicon, is The Arena Group, a tech-powered media company that fuses powerful technology and iconic brands including Sports Illustrated. “Lexicon has immediately proven how cookieless inventory can be a major revenue driver for us. The Arena Group has seen a massive improvement in unaddressable revenue with higher fill and CPMs. Unaddressable revenue has become a large part of our monetization strategy with 33Across, helping us seamlessly navigate the complexities of cookieless monetization,”  said Megan Hong, Sr. Manager, Partner & Yield Management, The Arena Group.
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PR Newswire, a Cision company, is the premier global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, public affairs and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content — and then distribute and measure results. Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions.
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