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How Dotdash Meredith Helps Advertisers Convert From Cookies to Contextual 

D/Cipher, launched in May, knits together insights from its 48 brands and is used in more than 30% of direct buys

Dotdash Meredith D/Cipher
After unveiling D/Cipher in May, Dotdash Meredith has now used it in more than 152 premium buys.Dotdash Meredith/DCipher
Headshot of Mark Stenberg
By Mark Stenberg
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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. So far, it has not had to make good on any guarantees, according to Vogel.

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Headshot of Mark Stenberg

Mark Stenberg

Mark Stenberg is Adweek's senior media reporter.

@markstenberg3| [email protected]
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