New consumer privacy regulations the loss of established audience identifiers, and shifting plans for third-party cookies have fundamentally altered the digital advertising landscape. Despite Google’s decision to continue support for third-party cookies, many of the addressability signals that underpin targeted advertising have already or will disappear from the landscape, at the hand of both consumers as well as the browser. This poses challenges to publishers’ current mechanisms for generating advertising revenue.
In this new whitepaper, “Addressability in the New Digital Landscape,” we outline five approaches that publishers should be considering as they build (and rebuild) their addressability strategies. Together, they will help publishers effectively monetize their inventory while providing buyers with the advanced targeting required to meet their performance and reach goals.
In this whitepaper, you’ll learn more about:
- How publishers can build comprehensive profiles of their audience and extend the power of this first-party data through smart use of alternative IDs and audience extensions
- Strategies for accessing advertisers’ second-party data to supercharge campaign performance
- Methods for enriching first-party data with third-party insights for a deeper and more-actionable understanding of their audiences
- How to capitalize on the growing contextual opportunity by optimizing content categorization and metadata and embracing new attention-based measurement concepts
- The partners and solutions that publishers can lean on to support, not circumvent, new open web standards
- PubMatic’s solutions across tech, partnerships, and industry initiatives to help our publisher clients navigate this new landscape
Download the whitepaper and grow your revenue with a strong addressability strategy ready today.