DMEXCO is Europe’s leading digital marketing and technology event. This year’s event will cover privacy compliance, data, and much more. With so much to talk about, we thought we’d break down the top three things to know before you arrive at DMEXCO.
Increased Relevance on SPO and DPO
Supply Path Optimization (SPO) and Demand Path Optimization (DPO) deliver various efficiencies, including cost savings, improved win rates, and extended reach across quality inventory. With the consolidation of the media landscape, a fight for efficiency and third-party cookie deprecation becoming the norm, the need for SPO and DPO is more relevant than ever.
Since SSPs began making further investments to maximize efficiency in the supply chain with investments in SPO, the benefits have been wide-reaching. SSPs not only play an essential role in the SPO process directing the most qualified inventory available, but also in DPO by enabling media owners to maximize monetization of ad inventory, helping to minimize bid rejections, and providing a real-time framework to make smarter bids in the future. One example of this is Loss URL, which helps demand partners understand why they may be losing market share by win rate and the actions to take in order to improve efficiency and ultimately achieve better results.
Further deprecation of third-party cookies will redefine SPO and DPO, with first-party data becoming a new currency in these processes. By bringing together media and data, SPO can be approached in a new way that allows publishers and buyers to gain a whole spectrum of possibilities, including increased monetization for publishers and more efficiency for buyers.
It’s a First-Party World
Despite Google’s delay in deprecating third-party cookies from Chrome, third-party cookies are already on their way out across the browser ecosystem. Those who continue to wait to develop a first-party data strategy will undoubtedly be left behind. This is especially true for publishers looking to maintain a healthy, privacy-compliant relationship with their users.
From context signals and engagement data to user login information, it will take a mix of insights and solutions to fulfill the requirements of the digital advertising industry. Publisher websites offer a highly valuable source of first-party data, which can be leveraged across browsers and doesn’t depend on unreliable third-party syncs. The icing on the cake – as we are now moving away from third-party cookies – is that this makes first-party data more effective than its third-party equivalent. A TripleLift survey found that first-party data delivers targeting accuracy that is at least double that of third-party methods, with rates at 70% or higher.
Finding solutions that can meet the needs of every publisher and advertiser going forward is of the highest priority and a driving force behind TripleLift’s acquisition of 1plusX. The powerful combination – a scaled SSP and a savvy DMP – successfully marries media and data. Enriching TripleLift’s scaled inventory with 1plusX’s privacy-centric data technology.
Consider Data Clean Rooms
With the demise of third-party cookies, audience reach and targeting processes are evolving. User identification is becoming increasingly fragmented, and leveraging consumer data is becoming more challenging.
This fragmentation has prompted the industry to find new ways to maintain addressability.
While data clean rooms may not be new, they have emerged as powerful privacy-safe and secure collaboration environments for digital buy and sell-side players. In addition, mutually beneficial data collaborations without access to each other’s data make data clean rooms an appealing proposition for advertisers and publishers.
Solutions such as 1plusX Connect aim to create powerful integrations with publisher data infrastructures and enable secure data collaborations with advertisers. To achieve this they rely on technologies such as clean rooms. The technology empowers both publishers and advertisers to collaborate on their first-party data in a safe space and extract actionable insight from it.
See You at DMEXCO
Reading about these solutions and technologies is great, but learning about them in person is better.
Attending DMEXCO in September? Meet us in person at TripleLift booth to learn more about the future of SPO post third-party cookies and how our Media + Data strategy can help you to future-proof your business.
Plus, don’t miss our masterclass exploring the interplay of data clean rooms and identity solutions with Media Impact, Ad Alliance, NetID, and MediaMarktSaturn.
