addressable audiences

Advertisers in the U.S. are missing out on 46% of their addressable mobile audience. And desktop doesn’t fall behind. 40% of the audience is currently not reachable if you rely on IDs. Instead of opting for solutions that only get you halfway to your goals, keep three main points in mind: scale, accurate targeting and sustainability, writes Aaron McKee, CTO at Blis.

There’s an industry-wide scramble to replace third-party cookies – but it’s unreasonable to expect that just one solution will become a silver bullet, writes Garrett McGrath, SVP of product at Magnite. Solving for identity will require a range of solutions and more involvement on the sell side.