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September 3, 2020 |
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First-Party Data Gets a Second Look |
| Forget identity—edge-computing-based DMP Permutive's big play is publisher first-party data, and the company boasts bold success stories such as Digital Trends, which will share the tale behind its next-gen first-party data marketplace during a free AdMonsters webinar on Sept. 10 at 1 pm ET. To dive deeper into Permutive's views on identity and what's different about the new crop of publisher first-party data marketplaces, we threw some questions to Product Marketing Manager Aphrodite Brinsmead. Read more. |
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Will Buyers Take the Identity Leap? |
| One of the most promising alternatives to the third-party tracking cookie is identity, enabling a plane where brands and publishers can sync up their audience data without data leakage or any of the other side effects of third-party cookies. But as publishers are integrating identity partners, there’s a gnawing voice in the back of their heads: “Are brands going to incorporate third-party identity solutions too?” Read more. |
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Demystifying Identity |
| In this wide-ranging though highly in-depth conversation, LiveRamp SVP and Head of Publishers White breaks down how identity works in a highly digestible fashion. He also dives into messaging consumers, how LiveRamp helps publishers identify and increase their authenticated traffic, whether brand marketers are getting on the identity train, and how identity can help a constricting programmatic ecosystem expand once again. Read more. |
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| Top Stories |
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You took a really big step by adding an identity partner, but like most things in ad tech you can’t expect to flip a switch and watch the magic happen. Activation, though, is where things get exciting—sure you’ll be able to garner looks from new advertisers and grab higher CPMs, but you’ll also get a better understanding of your audience. “Better” doesn’t do it justice—you will have the sweeping comprehension of your user base that you have always dreamed of. Not only will that open up fresh opportunities for sales and product, these learnings can be shared across the whole organization to tighten the revenue team’s bonds with other departments. Read more. |
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For publishers to get the most out of media quality measurement, they need tools that facilitate communication on brand safety with the buy side and formalize best practices. In addition, a media quality data aggregation platform could empower publishers to optimize campaigns as well as make smarter revenue-related decisions. Read more. |
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COVID-19 revenue losses have been extensive, prompting massive furloughs and layoffs, but on the road to recovery, publishers will be looking for ways to keep costs low without further reducing staff. Understanding when to use automation by leveraging available technology to handle repetitive and routine tasks is an effective way to build a more scalable and sustainable operation. Read more. |
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