Page 19 - AdNews Magazine Jul-Aug 2020

“It’s stitching the screens together into a single investment decision and single view of a user.”
On the other side of the supply chain, sell-side platform PubMatic has just released the first OTT and CTV header bidding solution which will enable ads to run seamlessly and improve the revenue that media owners get from their streaming video ads.
Until its release in June, header bidding did not exist at scale for OTT inventory. The new product solves problems around ad frequency, ad pods and publisher yields, while also providing a “TV-like” experience for ads in OTT environments.
A cookie-less future
Google Chrome’s announcement at the start of the year to remove third-party cookies came as little surprise to most of the industry. Other web browsers like Safari and Mozilla Firefox had already abol- ished them, and they had no place among newer formats for digital advertising, like OTT, audio and DOOH.
What the announcement did do though, was offer a timeline for when the browser would remove them. This has seen the industry start to band together to come up with other alternatives aside from Google’s Privacy Sandbox.
“We have a real opportunity to build out products that are going to last for the next 10, 20, 50 years rather than cookies, which were probably not intended to do what they’re doing today,” PubMatic’s Barry says.
Some of the replacements that are being built at the moment sur- round identity with a number of players including LiveRamp and ID5 coming up with their own solutions to help the industry and also protect the privacy of consumers.
The idea behind these solutions being that they would be able to still build an identity for consumers but done so in a safe and private manner.
Barry says first-party data will also become important in targeting consumers but he says relying on this alternative could leave smaller publishers in the dark.
“... by definition you’re up to something that’s probably bad if the regulator doesn’t understand it.”
Principal at Data Synergies
Peter Leonard
“The challenge is to get as many publishers and marketers using these [ID] solutions as possible,” he says.
“Big publishers who have tons of logged-in users or an addressa- ble audience, they will be okay. The concern I have is for the tier two - the medium and small pub- lishers - the ones who create amaz- ing content. It’s the diverse content that we all go to the internet for.
“They don’t have that relation- ship with their users. They don’t have a massive audience. It’s a niche audience, but still valuable and important to them.
“We, as an industry, have a responsibility to come up with a solution that can scale, that works for everybody and not just the walled gardens, and then the big broadcasters and the ones who have deep pockets.”
Along with finding a new solu- tion to suit all parties and replace cookies, many are calling for a return to the traditional method of using context.
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