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Asked to list the hottest categories in martech, you might mention customer data platforms; you might mention identity resolutions platforms; perhaps data clean rooms. Will an increasing reliance on first-party data managed through CDPs, plus all the privacy issues surrounding third-party data, conspire to make DMPs extinct?
SSPs are similar to their demand-side counterparts, but instead, they are designed for publishers to sell ad impressions at the highest CPM (cost-per-thousand impressions). SSPs operate by opening up publishers’ inventories to bidding from advertisers on ad exchanges and adnetworks. First-partycookies.
However, despite the collaborative approach taken by Google and the lengthy proposed timeline for finding a replacement for third-partycookies that suits individual users, digital advertising and publishers, the announcement has been met with some skepticism and trepidation. Chrome is the most popular browser on the market.
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