Earlier this year, the IAB Tech Lab announced Seller-Defined Audiences (SDA). SDA provides publishers with 1,600 IAB audience taxonomies and enables them to define audience segments using demographics, interests, and purchase-intent attributes. The objective behind SDA was to help publishers monetize their content and data with greater scale and privacy.
Moreover, the scale SDA offers marketers could generate a lot of revenue and shift budgets from walled gardens to the open web. With legislation and industry changes impacting third-party data, SDAs facilitate the transmission of first-party data to bidders in a privacy-compliant manner. Specifically, it enables publishers to define audience segments and communicate this first-party segment data to the marketers and agencies.
From the advertiser’s perspective, when SDAs are implemented across publishers, they provide scalable first-party data to effectively power campaigns. Growing publisher confidence should empower publishers to retake revenue control. As a content and audience-driven monetization solution, SDAs are the right vehicles for publishers to use to reassert this power.
Similarly, the value of SDAs increases when there is scale. Therefore, publishers have an incentive to work together to accrue the greatest benefit from SDAs. With Big Tech spending $22 million on advertising across 30+ broadcast and cable markets during just one week this past May, the situation is ideal for driving the growth of SDAs. Only time can reveal whether publishers can use these market conditions or will it be yet another missed opportunity for publishers.
Click here to read the original article published by AdExchanger.
Please give your feedback on this article or share a similar story for publishing by clicking here.
