Home The Sell Sider To Win In The New ID Economy, Publishers Must Offer One-to-One – And One-to-Some – Targeting

To Win In The New ID Economy, Publishers Must Offer One-to-One – And One-to-Some – Targeting

SHARE:

The Sell Sider” is a column written by the sell side of the digital media community.

Today’s column is written by Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions

Advertisers are using this year to build out not one but many possible alternatives to the third-party cookie. Already we’re seeing a slow erosion of cookies, well ahead of Google’s sunset date.

In December, we found that 88% of advertisers say they’re still using cookies, down from 97% In May 2021. And they are pushing ahead with new solutions from a variety of tech and platform partners to keep their media strategies moving in the face of coming changes.

So far, there are no clear identity resolution winners. Trusted partners across the ecosystem need to provide some value, or some solution, to be considered. But no one partner has a significant edge.

Advertisers are judging partners on the ability to adapt and maintain performance using cookie alternatives. Half of brands indicated they would change their DSP partners if they saw performance decrease by more than 20%.

Like with many elements of programmatic advertising, big brands, agencies and platforms will dictate how the ID market evolves. Most publishers will need to compete by taking a buyer’s data and returning performance, transparency and measurement.

Adopt a one-to-one and one-to-some strategy

Ultimately, brands and agencies will come to media sellers with clear goals – performance, scale, price – and sellers will need to use a full toolbox to compete. Specifically, that means three things:

  • Provide a mix of one-to-one and one-to-some targeting offerings 

Advertisers will be looking for one-to-one alternatives as well as contextual or cohort-based alternatives, depending on their goals. Publishers and media partners that can cater to both – and make it easy to do so – will have the edge.

  • Offer interoperability with a variety of ID graphs 

Advertisers want an open, transparent setup that works with a host of different technology companies. And they want data and insights in their method of choice, such as a specific data clean room. This requires developing multiple relationships and integrations.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

  • Double-down on first-party data

Providing unique insights that help buyers augment their own data sets will become a competitive advantage. The more publishers can curate a differentiated and scaled data offering, the more in-demand they will be.

Support the new economy

All of these new IDs, ways of sharing data, and forms of measurement need to be streamlined, compared and quantified in a way that provides some level of consistency for buyers and sellers. This will require work across the industry.

Even if DSPs help brands and agencies and SSPs help publishers, there will be a tangle of different approaches that need to work together seamlessly.

For example, brands will find that their view of the customer ends up being fragmented across identity solutions, walled gardens and data clean room solutions. They will likely put pressure on partners to create a taxonomy of targeting types and identity capabilities. This consistency will allow brands to tap into one-to-one and one-to-some audiences at scale, then benchmark efforts across their growing portfolios of media and tactics.

The work everyone is doing to survive cookie deprecation will create a new economy. While all of this infrastructure work is happening this year, we can use the time to make sense of it – building taxonomies, standards and guidelines.

Follow Advertiser Perceptions (@AdPerceptions) and AdExchanger (@adexchanger) on Twitter.

Must Read

Comic: Lunch Is Searched

Based On Its Q3 Earnings, Maybe AIphabet Should Just Change Its Name To AI-phabet

Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.

Reddit’s Ads Biz Exploded In Q3, Albeit From A Small Base

Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.

Freestar Is Taking The ‘Baby Carrot’ Approach To Curation

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.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Header Bidding Rapper (Wrapper!)

IAB Tech Lab Made Moves To Acquire Prebid In 2021 – And Prebid Said No

The story of how Prebid.org came to be – and almost didn’t – is an important one for the industry.

Discover Wiped Out MFA Spend By Following These Four Basic Steps

By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.

Welcome to the Cookie Complaint Department

PAAPI Could Be As Effective For Retargeting As Third-Parties Cookies, Study Finds

There’s been plenty of mudslinging in and around the Chrome Privacy Sandbox. But the Protected Audiences API (PAAPI) maybe ain’t so bad, according to researchers at Boston University.