Audigent

Through Index Exchange’s data vendor marketplace, curators gain access to third-party data sets without needing their own integrations.

Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts.

Just because curated PMPs and direct-to-DSP deals are trendy doesn’t mean they should be the focus of every publisher’s tech stack.

What happens if the TikTok ban comes to pass; Netflix’s live sports Hail Mary play; and Channel Factory surfs for buyers.

Cyber Monday may be done, but the ad tech deal making just won’t quit. Experian has joined the ad tech consolidation parade with its acquisition of Audigent, a startup DMP and curation vendor.

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.

The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

For companies testing the Chrome Privacy Sandbox, another delay was starting to feel inevitable, even before Google shifted its deprecation deadline.

Index Marketplaces activates the curation capabilities of DSPs, DMPs and RMNs – and the demand for their PMP deals – across Index Exchange’s network of publishers.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

First-party data is bolstering Slickdeals’ direct sales efforts and offsetting an industry-wide decline in programmatic CPMs. That data is also making ad targeting more effective for its native retail media inventory as demand for retail ads ramps up.

In addition to buy-side integrations, content curation, proprietary ad formats and flexible pricing models are also helping set SSPs apart.

Recurrent Ventures is ramping up its focus on programmatic direct and PMPs to make up for flagging open auction revenue. Marketers now have access to Recurrent’s 28 publisher brands through Audigent’s private marketplaces.

If we are to build a more virtuous circle of data usage, consumers must be at the center. How do we get there? The industry must break its addiction to deterministic data, writes Audigent CEO Drew Stein.

Clean rooms are riding a wave of momentum as the ad industry looks for ways to use aggregated, anonymized data sets to predict audience identity. Yet, despite a catchy name, clean rooms aren’t necessarily as “clean” as they promise to be, writes Drew Stein, CEO of Audigent.

Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. The longer runway will give advertisers and publishers more time to test post-third-party-cookie solutions. But despite the temptation to procrastinate, publishers and tech vendors told AdExchanger they don’t anticipate straying too far from the road maps they’d already established to meet the previous 2023 deadline.

Google’s decision to delay third-party cookie deprecation until 2023 came the day before Salon CRO Justin Wohl’s wedding. Salon had converted its ad business to an open-web programmatic model a few years earlier, so the brief reprieve from signal loss came as a huge relief and another reason to pop some champagne. Since then, Wohl has been laying the groundwork for effective post-cookie monetization on the open web.

With third-party cookies on the road to nowhere, data management platform Audigent has been working to develop its own cookieless identifier, which it’s calling the Hadron ID. Audigent hopes the new identifier will keep the company competitive in a world where DMPs are being supplanted by customer data platforms.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Criss-Cross Media Measurement CTV ad dollars are expected to double by 2026, according to GroupM’s most recent industry forecast – which means ad tech firms with advanced measurement capabilities could be looking to make acquisitions this year, Business Insider reports. Measurement companies have their […]

Food52 is taking the lid off its first-party data platform. The hybrid publisher-retailer concluded it needed to improve ad buyers’ access to its data, said Matt Greenberg, SVP of brand partnerships at Food52.  Advertisers were asking Food52 about its data, so the demand was already there. And publishers are building first-party data solutions left and […]

The music industry is coming to ad tech. Behavioral and affinity data about music artists can create valuable targeting information for the right advertising campaign. Imagine being able to target people who have visited a hip-hop artist’s tour site or watched an artist’s YouTube video. But the giant music labels didn’t package that data for […]