VP, Media Platforms, Activation & Performance | Healthcare Marketing, Media Strategy & Analytics | AI, ML, MarTech, Web3 enthusiast
“The whole trend points toward having a more connected experience when it comes to trading and activating audiences, and a more direct relationship between buyer and seller.” - "...Miles Pritchard, a partner at OMD focused on data and technology transformation." This is a great article by Anthony Vargas on Sell-Side Curation ("...matching a buyer’s first-party customer data to a publisher’s first-party audience data to create private marketplaces (PMPs).") and how the programmatic ecosystem is adapting to third-party cookie deprecation. This article is chock-full of great programmatic media buying mechanics: "SSPs (Supply Side Platforms): 1) "...Are building their own data marketplaces where buyers can pay to add additional audience data layers to their campaign targeting. In the past, such data marketplaces were mainly only available through DSPs...These partnerships with third-party data providers also help SSPs stand out – and perhaps even compete with DSPs – as buyers optimize their supply paths to include fewer trusted partners" 2) "...see this shift as an opportunity to differentiate their approach to using data by providing high-quality supply and transparency, said Scott Ensign, chief strategy officer at Butler/Till." 3) '...now can have more strategic conversations with buyers about what they’re buying and why they’re different from the next dozen SSPs,” Ensign said."' 4) "...can also match advertiser data sets to third-party data graphs and publisher first-party data in real time, eliminating the need to wait at least a day for the curated audience to show up in a DSP." and "...allow[s] partners to share measurement and reporting data far more quickly." "DMPs (Data Management Platforms): 1) "...matching data sets between partners" (for segmentation and activation) "...can also use lookalike modeling to scale a campaign’s reach beyond a buyer’s known customers and across multiple publishers." 2) "SSPs [then] package the resulting audience into a PMP. The SSP assigns that PMP with a deal ID that can be sent to DSPs, allowing the brand’s agency to buy impressions associated with that PMP programmatically." (through the agency's DSP)
