More and More Advertisers Are Activating Their Own

Think of parties such as Experian, Epsilon and Acxiom. The audiences they provide to target advertising will no longer be for sale in adtech environments such as Google DV360. In any case, no longer via the route of third party cookies. Since Google announced that third-party cookies may no longer be used , it is no longer open to new third-party data providers. Acxiom profile image. We will not see many pictures like this in the future… (Source: Acxiom) 2. Is this a big problem for Dutch advertisers? Well no, I don’t think so honestly. Currently, only a very small proportion of digital advertisements target audiences delivered through third-party data providers.

More Advertisers Are Activating Their Own

Targeting is on average 20% on affinity groups, 10% on behavioral, around 20% in-market and 50% on socio-demographic factors. Targeting based on the focus, content and performance of the publisher is the most common. Of course advertiser, and Democratic Donor Email List market in which we operate. The data used here is usually the advertiser’s first-party data or data based on the profiles of Google or other publishers.  The publisher data is especially central. Good for the advertiser, because the publishers will ensure that they comply with GDPR and ePrivacy legislation.


Advertisers Are Activating Their Own

They let their visitors log in, so that the necessary permission is given. Based on these login details, they know who is online. Pyramid of first party, publisher first party and privacy sandbox. Figure based on VIA task force Data & Technology 3. You are therefore no longer allowed to use third party data. But what is allowed? More and more advertisers are activating their own (first party) data to run campaigns. In fact, combined with publisher data, this is a lot more valuable than any third party data provider.  On the other hand, a lot is already possible via the third party route, but also in the future. Scale will be a challenge here

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