predictive audiences

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

Signal loss calls for the use of, well, other signals. AdTheorent has a new tool that uses machine learning and seed data to score programmatic inventory based on the likelihood that an impression will lead to a conversion.

The cookieless future is daunting, and publishers who prepare now will have a competitive advantage over those who aren’t ready. But publishers will need more than unified ID initiatives, which could take years, writes Todd Tran, Chief Strategy Officer at Teads. Publishers should start now by prioritizing contextual signals and a content monetization strategy.