Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Problem is, although publishers are eager to test the performance of SDAs, there’s still very little demand from the buy side. AdExchanger spoke with ad agencies and buy-side tech platforms to get their side of the story.
The IAB Tech Lab’s seller-defined audience (SDA) spec is touted as a key contextual targeting alternative for the post-third-party-cookie digital ad ecosystem – one predicated on privacy-friendly addressability and publisher first-party data monetization. Some publishers are enthusiastic about testing SDA campaigns in the run-up to Google’s 2023 deadline for the phaseout of third-party cookies in Chrome. There is growing concern, however, about a marked lack of advertiser interest in doing the same.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Do Publishers Run The IAB Again? Publishers are “in a privileged position” in the new world of privacy-first advertising, Benjamin Dick, the IAB Tech Lab’s senior director of product, said at an event hosted by the group last week, covered by Marketing Brew. Without […]
Seller-defined audiences, the IAB Tech Lab’s spec to help publishers work together to monetize their first-party data on the open web, is ready for prime time. The idea behind seller-defined audiences is to make a publisher’s own data and site traffic transactable programmatically across multiple sites and sellers in a privacy-safe way.
