LOS ANGELES, June 29, 2021 (GLOBE NEWSWIRE) — Magnite, the world’s largest independent sell-side advertising platform, today announced the completion of the first phase of a proprietary publisher segmentation initiative that addresses to the needs of buyers and sellers in a cookie-free environment. The initiative already handles more than three billion transactions a day and has more than 30 participants, including media owners and members of the buying community.
In response to the possibility that third-party cookies may no longer be a viable identity and targeting solution in the future, participating publishers are testing publisher-first segments to provide buyers with scalable audience targeting opportunities , while protecting the user’s identity and browsing history. The first phase of this initiative aimed to help publishers define and assemble proprietary segments using existing industry standards from the IAB Tech Lab, establish a testing framework, and execute real-time trades against these vendor-defined audiences without using third-party cookies. .
This month, Magnite officially moved that effort to Prebid.org, where the project will grow under the guidance of Prebid.org’s Taxonomy Working Group and IAB Tech Lab’s Addressability Working Group. . To further iterate and scale, the Publisher First Party Segments initiative should adopt the IAB Tech Lab Vendor Defined Audience Specificationwhich was incubated last year as part of IAB Tech Lab’s global Project Rearc initiative.
“To validate the effectiveness of a cookieless identity solution, we reached out to a group of leading publishers, DSPs, and buyers with a proposal for collaboration around proprietary segments of publishers,” said Garrett McGrath, vice president of product management at Magnite. “Rapid launch and testing with real advertising budgets speaks volumes about what we can accomplish when the industry comes together. The resulting Publisher First-Party Segments initiative presents publishers with an approach to addressability that offers both high accuracy and high scalability via federated segments.
Participants in this initiative include Adform, CafeMedia, Condé Nast, Future Publishing, Goodway Group, Havas, Hearst Magazines, IBM Watson Advertising, Insider, Maven, Meredith Corporation, Merkle|DWA, MiQ, News Corp, Permutive, Publishers Clearing House ( PCH), PubMatic, among others.
“The publisher’s first-party data-driven solutions provide an easy-to-use and secure solution for privacy in a post-third-party cookie world,” said Stephanie Layser, vice president of advertising technology at News Corp. , users don’t have to feel like ads are “following” them across the internet, and we provide solutions that tie data to media so publishers get true value from their engagement. Bringing this initiative into Prebid is the right way to go – keep it open source and standard.
“As third-party cookies will fade from use in the near future, it’s critical the industry works to create publisher-controlled, privacy-preserving technologies,” said Paul Bannister, chief strategy officer at CafeMedia. “The First-Party Segments initiative is a fantastic step forward for cross-business collaboration and building a more sustainable future.”
“With our industry currently in a period of evolution and actionable first-party data becoming increasingly essential for all marketers, The Weather Company and IBM Watson Advertising rely on companies like Magnite to innovate,” said David Olesnevich, product manager at IBM Watson. Advertising. “These collaborations accelerate our opportunities for experimentation and learning, enabling the realization of next-generation solutions with enormous value. We look forward to continuing to strengthen this initiative with foundational ad-tech integrations.”
“Meredith believes the future of programmatic advertising lies in balancing the demands of advertising use cases and consumer privacy,” said Nicole Lesko, COO & Data Strategy at Meredith Corporation. “FPS leverages vendor-defined audiences to provide large-scale targeting to advertisers without the privacy concerns of deterministic identifiers in the auction stream.”
“Havas is a strong supporter of this initiative which provides a much-needed alternative to targeting without third-party cookies, while providing access to rich publisher data that allows us to create more meaningful connections with users for our brands,” said Tom Grant, SVP, Group Director, Investment Operations at Havas Media.
“Goodway Group believes it’s extremely important for buyers to support publisher-centric identity solutions,” said Amanda Martin, senior vice president of corporate development and strategic partnerships at Goodway Group. “The collaboration between leading publishers, DSPs and buyers is a perfect example of how the industry can come together to create workable solutions to protect consumer privacy and meet advertisers’ needs.”
“In a cookie-free future, marketers will need to leverage both high-quality authenticated data and scalable anonymous data across the open and closed web,” said Paul Silver, director of global strategy, MiQ. An industry-wide level of interoperability through sustainable and privacy-compliant practices is one of the primary ways to make this possible, so at MiQ we are excited to participate in these early tests and see the adoption of this solution. »
To learn more about this initiative and how to participate, please contact [email protected]
We are Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising platform. Publishers use our technology to monetize their content across all screens and formats, including CTV, online video, display and audio. The world’s largest agencies and brands trust our platform to access high-quality, brand-safe ad inventory and execute billions of ad transactions every month. In April 2021, we acquired SpotX to further enhance our CTV business and better support our customers in this rapidly growing market. Rooted in sunny Los Angeles, bustling New York, Denver, historic London and below in Sydney, Magnite has offices in North America, EMEA, LATAM and APAC.
Kar Yi Lim