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