The first addressability specification, the Seller Defined Audiences (SDA) specification, has been finalized. It is aimed at helping publishers, data management platforms, and data providers scale first-party data responsibly and reliably.
SDA relies on widely adopted specifications. These specifications have been updated to work together with the SDA and accommodate important signals that make SDA valuable. Moreover, SDA is the only addressability system design that empowers individual publishers to develop and scale anonymized first-party data. Gradually, publishers can compete with each other based on the underlying quality of their audiences, defined by over 20 disclosures within the Data Transparency Standard.
Buyers benefit from SDA in several ways. SDA streamlines PMP-like implementations by removing the need for manual deal-ID creation. It can efficiently train digital signal processing machine-learning systems to learn which cohorts generate the best marketing outcomes and optimize and reward publishers accordingly.
Adopters do not need to use standardized taxonomies to benefit from SDA. This allows for industry extensibility and proprietary applications of SDA while still maintaining the efficiencies provided by a standardized signaling framework. SDA also has the flexibility to account for other widely discussed, taxonomy-based approaches to cohort signaling.
Advertisers and publishers will need to test and learn from a portfolio of addressability solutions. This is Version 1 of SDA, so work will continue as adoption increases.
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