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The vision for Lexicon is to help publishers succeed without cookies and simplify the increasingly complex identity landscape. Today, publishers rely on third-party cookies for the majority of their programmatic revenue, leaving almost half of their inventory from cookieless browsers under-monetized.
Programmatic advertising platforms make the process of selling ad inventory simpler and more streamlined. With the right ad provider by your side, you won’t have to worry about low ad fillrates or CPMs. However, choosing the best programmatic ad platform is not as easy as it seems. Google Ad Manager 360.
Whether the topic was the deprecation of third-party cookies, the development of FLoC, or Apple’s “Do Not Track” initiative, Singal saw market forces correcting for these challenges and creating opportunities for independents to continue to challenge the walled gardens. That’s been our bread and butter for a while.
In ad buying and selling, the different components that work with ad exchanges are the publisher, advertiser, supply-sideplatform (SSP), demand-sideplatform (DSP), and ad server. High demand: You can connect with a vast network of demand partners through ad exchanges.
Often, a publisher’s premium inventory is made available in this manner, which can help drive up ad prices; however, as a result, it can also lead to low fillrates. Both sides have a lot of control and oversight here, but again low fillrates are an issue. It’s also difficult to scale such arrangements.
Note that more and more programmatic advertising platforms are switching to contextual targeting instead of cookies, which is a benefit since cookies are steadily fading away. In addition, a lot of demand-sideplatforms offer extra features to help them ensure brand safety.
Client-Side Ad Insertion (CSAI) Server-Side Ad Insertion (SSAI) or Ad Stitching The OTT Advertising Ecosystem Explained Why Invest in OTT Advertising as a Publisher? Demand-SidePlatform (DSP) — A DSP is a platform that enables advertisers (or their partner agencies) to buy ad inventory at scale, usually with the help of automation.
On the sell-side , there are publishers/developers and supply-sideplatforms. On the buy side , there are brands/advertisers and demand-sideplatforms. It Allows for Better Targeting — Unlike websites, which use cookies to track user activities, apps use device IDs.
An example would be as follows: A visitor visits Forbes.com, and within a few milliseconds the header bidding code gets executed, makes a call to the demand partners the publisher is signed up with (AppNexus, etc.) The winning bid is decided between all the available demand-sideplatforms, and the highest bidding is selected.
Most of these platforms are tailored toward publishers and offer multiple tools to help with video performance tracking , boosting fillrates, and increasing video revenue. Unlike most ad networks, Teads doesn’t rely on third-party cookies as it uses contextual targeting to serve ads.
The demandside then decodes these UIDs (with keys/token IDs received from their respective buy-side UID partners) and uses them along with mobile advertising IDs and other signals for media buying. Identity resolution has gained more prominence in the desktop world due to the depreciation of cookies.
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