UniSignIn Press What to do in Google's post-TCF enforcement era
The privacy laws’ enforcement means it is the time for all the publishers heavily relying on advertising start to seek and test other privacy-first revenue streams such as the subscription and paid model.
What to do in Google's post-TCF enforcement era
Google’s TCF 2.0 enforcement
Google recently made a major change to Google Ad Manager and Google AdX and other Google Ad Products. Google has started to enforce IAB TCF 2.0 within their products since 15th August 2020. Based on IAB TCF 2.0, a user has the right to reject personal data selling and turn off the advertising on the publisher’s website. Because Google Ad server and other Ad Products has a major market share, most publishers are running their business up on Google’s product. This has a huge impact on the online advertising industry in the EU.
Although most users would agree on the consent options in IAB TCF CMP, there is still a large percentage of users who choose not to agree with the consent options and turn off the ads on a site. This caused the revenue loss of the publishers.
Paid subscription model
Publishers have to adopt strategy urgently to respond to this major change. This includes paid membership and subscription, donation and paywall.
Paid subscription has been proved by the New York Times as a revenue strategy for years. Substack has also proved people like to pay for valuable content instead of seeing personalised targeting ads.
New York Times' revenue stream
UniSignIn subscription for publishers
UniSignIn has been designed as privacy first product to allow publishers to protect their revenue in the trends of EU GDPR, US CCPA and the new privacy laws from other theories.
The integration process can be done within hours to allow the publishers to start to turn audiences into paid subscribers.
Instead of just put a paywall blindless on all articles, there are multiple ways provided by UniSignIn to trigger the paywall on a segment of the audience. This can be the adblocker user, the users rejected all the options at CMP and turned off the advertising, or the highly engaged users.
On the other hand, a publisher is able to provide paid premium articles to just the subscribers.
If you a publisher like to install the paid membership and adopt a paid subscription system on your websites, contact us: [email protected]