What exactly does “premium” mean? It seems the definition varies depending on who’s using it – that “premium” is in the eye of the beholder. But there are some areas of agreement. And the industry isn’t setting the premium bar as high as you might think.
When people decline tracking cookies or use already-cookieless browsers, such as Safari and Firefox, it can prevent brands from reaching potential customers who may be interested in seeing their ads. In an effort to tackle this addressability challenge, IBM recently ran a test campaign focused on retargeting B2B prospects across Safari and iOS in partnership with MediaMath and alternative identity provider ID5. IBM and MediaMath are longtime partners, but this test was the first time IBM worked with ID5.
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.
