Ian Trider

ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.

If Chrome imitates Apple, there may be a de facto deprecation of the third-party cookies, since potentially only a slim percentage of users would consent to tracking. In that case, advertisers would still have to primarily rely on cookie alternatives, including the Privacy Sandbox.

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

Of course, the misappropriation of a publisher’s audience data would be unethical. But this is not what contextual providers do.

Ad tech must quit its addiction to user IDs and instead start focusing on how we can innovate in other areas: audience targeting, managing frequency and improving measurement (especially conversion attribution). Meanwhile, contextual and geo-based targeting are a great way to reach an audience and get better than expected ROI on campaigns, writes Ian Trider, VP of RTB platform operations at Basis Technologies.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ian Trider, VP of RTB platform operations at Centro. If there are at least 80 companies purporting to offer identity solutions, surely the ad tech industry is set, right? Nope. I would argue that most […]

“The Sell Sider” is written by members of the media community and contains fresh ideas on the digital revolution in media.   Today’s column is written by Ian Trider, VP of RTB platform operations at Centro. SupplyChain Object, along with its companion Sellers.json, are critical tools for enhancing transparency in the programmatic ecosystem. They enable ad platforms […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ian Trider, director of RTB platform operations at Centro. There is a widespread practice in this industry which puts advertisers at risk: resellers acquiring inventory from other resellers. With such an overly complex supply […]