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The Present and The Future of Audience Addressability

The Present and The Future of Audience Addressability

One year after Google’s cookie announcement in January 2020, and the pursuit of solutions that target consumers in an effective, privacy-conscious (and compliant) manner is well underway.

With rival browsers Safari and Firefox having blocked third-party cookies ahead of Chrome, and Apple’s controversial decision to cease supporting ID for Advertisers (IDFA) on iOS, the pressure to develop and implement ways of serving relevant ads to specific audiences has been keenly felt by advertisers.

Key to these new techniques is being able to access addressable audiences — anonymised groups of consumers whose non-personally identifiable information can be used to build a profile of interests and needs. With these ‘recognisable’ audiences in place, advertisers can deliver campaigns that are likely to be of greater interest to consumers and are thus more successful for brands.

As addressability is the lynchpin behind producing efficient, tailored, optimised ad campaigns, it’s imperative that advertisers and publishers across the industry find effective ways to build and utilise addressable audiences.

PubMatic has produced this Deep Dive special in partnership with ExchangeWire. In this whitepaper, we will explore:

  • What audience addressability is and the current opportunities within it
  • The deprecation of the third-party cookie and how browsers are moving forward
  • PubMatic’s approach to audience addressability
  • How publishers and advertisers are creating addressable audiences