Go to any SSP or DSP website and you’re likely to see a mention of programmatic “premium.” But programmatic premium shouldn’t stop at inventory – ad tech companies should also be supplying premium service to make sure advertisers can actually optimize their buys by maximizing the value of that premium inventory, writes Steve Pelletier, SVP of strategic partnerships & corp development at FatTail.
The erosion of third-party cookies and the fragmentation of identity have compelled publishers to rebuild their first-party data strategies. And the IAB Tech Lab’s Self-Defined Audiences (SDA) might be one of the most significant standards building toward a set of post-cookie digital advertising solutions that aggregate and normalize audience data points across publishers’ domains, writes Vlad Stesin, Co-Founder and Chief Strategy Officer of Optable.
The programmatic market continues to boom as marketers shift more of their budgets to digital channels. But despite the incredible scale of this ecosystem, the market is still maturing – and true price discovery and price setting at a level of granularity that reflects true marketplace dynamics can help fill some of those gaps, writes Andrew Casale, president and CEO of Index Exchange.
In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.
Without the email address of the person you’re targeting, your digital ad isn’t working as hard as it should. But consumers are getting wary. The advertising industry needs to give consumers back control over communication before machine-generated emails threaten inventory monetization just like ad blockers, writes Keith Petri, CEO & Founder of lockr.
It’s been a brutal few years for advertisers trying to drive lift while remaining sensitive to real issues and staying true to the brand. One area that has provided a respite from this noise was confidence in their measurement and verification tactics – but that sense of comfort may be coming to an end, writes Mark Zagorski, CEO of DoubleVerify.
Ad tech companies are looking to expand beyond the content recommendation box to run display ads across the open web. Taboola and Outbrain have been closing acquisitions to make it happen – but other public companies like Google, Apple and Amazon are financially poised to compete, writes Alon Rosenthal, CEO & Founder of WhizzCo.
Google’s FLEDGE proposal presents an opportunity for a more transparent bidding process. But there are concerns around whether FLEDGE will treat all supply-side platforms (SSPs) equally in programmatic auctions within Google’s marketplace, writes RTB House’s Lukasz Wlodarczyk. Remember Google’s secret Jedi Blue agreement with Meta (formerly known as Facebook)?
There is a ton of fear and hysteria right now on both the buy side and the sell side, as the death of the third-party cookie nears. But there are still plenty of powerful ways to target audiences that don’t involve technology, writes Erik Requidan, Founder and CEO of Media Tradecraft.
The cookieless future is daunting, and publishers who prepare now will have a competitive advantage over those who aren’t ready. But publishers will need more than unified ID initiatives, which could take years, writes Todd Tran, Chief Strategy Officer at Teads. Publishers should start now by prioritizing contextual signals and a content monetization strategy.
