Adster’s Post

"Now, SSPs are building curated marketplaces while hyping their closer connections to publisher first-party data" Few SSP Buy-side / Sell side Audience Solutions: 1) Open X: OpenAudience 2) Pubmatic: Connect 3) Magnite: Access/Storefront I've yet to test any of the above, so looking forward to that. Isn't it interesting the resurgence SSP's are having in 2024? From Disintermediation of supply to now helping buyers/agencies redefine how they think about audience strategy/targeting.

➡️ ♨️ SSPs are building curated marketplaces while hyping their closer connections to publisher first-party data post 🍪 are dissolved. This shift is changing the role of DSPs, SSPs and data management platforms (DMPs) play to enable targeting. #programmatic #digital #adtech #media #traders #cookies #supplychain

Oracle's decision to shut its advertising business by the end of September has sent shock waves through the ad industry. Brands and agencies rely on Oracle's data cooperative, audience modeling, and data marketplace. With these tools disappearing, it's crucial for brands and agencies to adapt and find new paths forward. Read our latest article featured on AdExchanger to assess the impact and plan your next steps: https://lnkd.in/eemvFCeW #DataDrivenMarketing #MarketingStrategy

Oracle's decision to shut its advertising business by the end of September has sent shock waves through the ad industry. Brands and agencies rely on Oracle's data cooperative, audience modeling, and data marketplace. With these tools disappearing, it's crucial for brands and agencies to adapt and find new paths forward. Read our latest article featured on AdExchanger to assess the impact and plan your next steps: https://lnkd.in/euA_fgRY #DataDrivenMarketing #MarketingStrategy

Welcome Lotame to the world of Curated Marketplaces. Curation is one of the fastest growing areas of programmatic advertising and Captify® was a pioneer. Captify Curation bundles search intent data with high quality media (MFA? No MF way, not in our PMPs!) to deliver real-time, in-market audiences based on what people search for...and search is the ultimate predictor of intent. No one lies to their search bar. https://lnkd.in/gyDcCz34

If you’re not leveraging where your customers are in real time, you’re missing a trick. From knowing where your audience is right now to building multiple user touch points via hyper-relevant ads that boost engagement, geo-targeting is transforming digital advertising. We’re breaking down how advertisers are using location-based data to maximize their reach, enhance user relevance, and drive results—right where it matters most. Read more here - https://bit.ly/40d3EME #geolocation #digitaladvertising #digitalads #digitalcampaigns #geolocationtargeting #datawrkz

Advertisers are feeling the pressure, but Integral Ad Science (IAS) is thriving. In this AdExchanger article, they explore how IAS is filling the gaps created by cookie-based targeting and measurement, and offer new solutions to address advertisers' concerns at the link below. #Leavened #measurement #IAS #analytics #cookies #data #targeting

In 2023 Meta introduced account-level Audience controls for advertisers using Advantage+ shopping campaigns. Beginning March 18, 2024, Meta is expanding the availability of account-level audience controls for minimum age and location for all campaign types as part of our ongoing efforts to increase value for advertisers and simplify our campaign creation options. Account-level audience controls are optional and advertisers will maintain the ability to designate audience controls at the ad set level for manual campaigns. This update simplifies campaign creation by allowing advertisers to set controls for all new and existing campaigns in one place. While audience controls are available to most advertisers, Meta only encourage advertisers with strict location or age restrictions to use them. These features will be available in Ads Manager and the Marketing API.

Gelocation-based targeting can take your campaigns from 'meh' to 'wow!' It's the difference between, say, advertising for your restaurant in the entire city vs in a 3 block radius from your location. And it's native in Vizibl DSP. From zip-code based targeting to 100m within a specific latitude/longitude.