Ongoing signal loss is driving marketers, agencies, and platforms to turn to supply-side advertising. By using first-party data from publishers and platforms, supply-side advertising has the potential to deliver high-quality audience and context for more effective ad targeting.
The supply-side refers to the publishers and platforms that sell advertising inventory. These companies have access to first-party data about their users, which can be used to target ads more effectively. By tapping into supply-side advertising, you can overcome the challenges of signal loss and target ads more effectively.
To shed light on this topic, we hosted a panel discussion at Cannes, featuring industry leaders from Audigent, Captify, Newsweek, Pubmatic, Truthset, and Experian.
In this blog post, we’ll explore how partnerships between supply-side channels and publishers are working to enhance advertising opportunities while balancing the need for transparency and control in programmatic ad buying.
Shift toward supply-side advertising
Traditionally, the demand-side dominated the programmatic media buying chain due to an abundance of supply. However, with the emergence of finite data and its interpretation, collaboration between supply-side technology companies and publishers is required to redefine these economics.
It’s no longer sufficient for the demand-side to blindly negotiate prices based on limited knowledge. Marketers can still define their target audience, but effective communication is key. This presents an opportunity for premium journalistic outlets to guide the industry’s understanding of how data from the supply-side impacts media buying economics in the future.
“Supply-side technology partnerships with publishers are now in a position to shape the economics of programmatic media buying as there is a finite amount of data. It’s crucial for supply-side technology companies to collaborate with publishers to shape these new economics. This presents an opportunity for premium journalistic outlets to provide guidance on how data from the supply-side can affect the future of media buying.”
matthew papa, svp, business & corporate development, captify
Democratizing data from the supply-side
Cookies haven’t brought significant benefits to premium publishers. They mainly serve to retarget users from sites like The Wall Street Journal to advertising sites. This approach primarily serves the purpose of generating revenue.
The elimination of third-party cookies presents an opportunity for premium publishers to shift this dynamic. By using their knowledge of first-party audiences, and using identifiers like Experian’s LUID, publishers can own and understand their audience data, which can then be modeled.
Here’s how publishers can win
Establishing a connection with consumers and emphasizing the value exchange is essential to building trust. Determining what incentives and benefits consumers find meaningful will be crucial in gaining their opt-in.
With consumers
The Apple tracking transparency initiative, specifically the deprecation of IDFA signals, had significant implications for mobile app developers. Overnight, opt-in rates plummeted, causing a drastic decline in iOS ad monetization. To combat this, developers focused on demonstrating the value exchange to consumers—better ad experiences and personalized content.
By articulating the benefits over a couple of years, opt-in rates increased from 10-15% to 30-40%. The key takeaway is the need to effectively communicate the value exchange to consumers.
With partners
Trust plays a crucial role in planning your first-party data strategy. Publishers, advertisers, and data partners highly value their proprietary data. However, there are concerns about how it’s used, mishandled, or leaked in the ecosystem. Building trust between partners is essential. It’s important to work with trustworthy partners who are agnostic, committed to innovative solutions, and globally oriented. These partners can help navigate the complexities of laws and regulations. Choosing the right partners is crucial in a world where first-party data is a key asset.
“Power is shifting toward brands that have strong relationships with customers and possess first-party data. As the ownership of customer data becomes more important, it is crucial to establish a first-party data strategy to better serve customers and adapt to changing market dynamics.”
chip russo, president, truthset
Balance probabilistic and deterministic data
Focus on building trust with consumers and collaborating with reliable companies to share data. However, it’s important to remember that achieving a 100% opt-in rate is unlikely.
The cookie, which has become omnipresent, requires us to shift our strategic thinking. We need to consider both deterministic and probabilistic approaches instead of viewing them as mutually exclusive. The landscape will be fragmented, with some consumers opting in and others not.
“Probabilistic and predictive audience data holds immense potential. With the power of AI, we can expect enhanced performance and efficacy in media campaigns. At Audigent, we firmly believe that this data will outperform deterministic data, making it an integral part of our strategy.”
drew stein, ceo, audigent
Premium content
Trust plays a crucial role in leading to premium content. By placing trust in the best media brands, data, and technology partners, we can expect to see improvements in media, journalism, and advertising. This shift may have a direct impact on the long tail of free natural resources, making it more challenging for them to thrive. However, this change is ultimately beneficial since it promotes higher-quality media experiences overall.
“The homepage surface is making a comeback in the publishing industry, proving its value in establishing a direct connection with readers. While we acknowledge the importance of technology partnerships for addressability and identity, our core competency as a publisher remains outstanding journalism that captures and engages great audiences.”
kevin gentzel, cco, newsweek
Watch our Cannes panel for more on supply-side advertising
We hosted a panel in Cannes that covered supply-side advertising. Check out the full recording below to hear what leaders from Audigent, Captify, Newsweek, Pubmatic, Truthset, and Experian had to say.
Check out more Cannes content:
- Our key takeaways from Cannes Lions 2023
- Insights from a first-time attendee
- Four new marketing strategies for 2023
- Exploring the opportunities in streaming TV advertising
- The future of identity in cookieless advertising
Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing.
Latest posts
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur vel dolor quis elit vestibulum bibendum eu in mi. Maecenas bibendum tristique lacus, sit amet tincidunt tellus dictum et. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Maecenas vel diam lacinia magna efficitur congue. Aliquam tempus, lectus nec ultrices sagittis, purus ipsum imperdiet felis, ac gravida enim massa vel augue. Quisque non neque at augue volutpat sodales nec eget ipsum. In sed consectetur odio, ut tincidunt ipsum. Sed non pellentesque nulla, non iaculis mauris. Etiam faucibus sit amet mauris eu efficitur. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer sed blandit metus, at finibus ligula. Ut non rhoncus lacus. Nulla mattis est quis cursus laoreet. Nullam porta odio eu tortor consequat vulputate. Suspendisse nec massa ac neque ultrices eleifend. Integer porta tristique tempus. Nulla aliquet, erat tincidunt imperdiet vehicula, urna tortor molestie nulla, ut porttitor erat erat ac nunc. Nulla facilisi. Etiam a tellus in lectus vulputate maximus vitae eu nisl. Fusce eget libero non ipsum pellentesque egestas. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla ut metus sapien. Maecenas aliquam libero et ipsum eleifend, et maximus felis sagittis. Donec id massa et massa molestie varius. Quisque dignissim placerat augue vel mollis. Mauris accumsan, mi vel elementum suscipit, eros elit malesuada justo, ut tempor mi nunc quis tortor. Nullam ut laoreet mi. Nam euismod lectus id dictum consectetur. Praesent quis lacinia ipsum. Donec lobortis massa in erat interdum, consectetur consectetur purus posuere. Nullam feugiat, erat non hendrerit rutrum, velit ante rhoncus nibh, ac laoreet felis ante ac mauris. Etiam ex erat, vulputate vel nulla non, placerat dictum tellus. Praesent orci lacus, dictum in vestibulum non, semper ut tortor. Nullam vitae ornare ipsum, a cursus quam. Vivamus vitae vulputate lorem, ac scelerisque lectus. Fusce at lacus non enim fringilla consequat. Sed laoreet mi eget vulputate auctor. Proin placerat tempor nunc vel mollis. Ut quis mi ut lorem ultrices hendrerit nec vehicula felis. Vestibulum tempus sapien vel porta aliquet. Phasellus quis auctor augue. Morbi nec tellus in massa venenatis ornare. Vivamus eleifend lacus lacus. Suspendisse ac commodo orci, vel fringilla turpis. Proin enim turpis, egestas quis nulla a, ultrices volutpat massa. Nam luctus sapien odio, ac blandit ante accumsan et. Nunc luctus ligula odio, ac faucibus urna rutrum vitae. Donec eu lorem gravida nisi pretium consectetur. Morbi vel mauris non odio iaculis aliquam sed nec leo. Vestibulum sed libero quis ante hendrerit porttitor eget eu orci. Morbi est arcu, maximus eu lobortis sit amet, suscipit et felis. Morbi sodales mattis pretium. Curabitur sodales porttitor eros vitae efficitur. Nam id turpis tristique, aliquam sapien ac, convallis mi. Sed risus sapien, dapibus euismod mauris vitae, fringilla vulputate augue. Morbi efficitur, ex vitae semper mattis, tellus sem luctus lorem, eget viverra metus nibh eu neque. In eu orci est.
YouTube Embed Yoast FAQ Block FAQ Question #1 FAQ Answer #1 FAQ Question #2 FAQ Answer #2 FAQ Question #3 FAQ Answer #3 CTA Embed Button Test InfoGram Embed
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vitae nibh eu massa cursus eleifend quis in quam. Nunc mollis aliquam eros sed laoreet. Suspendisse et elit ut metus elementum aliquet ut sit amet metus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque fringilla, nibh eget convallis scelerisque, nisl nisl vestibulum ipsum, sit amet placerat neque nunc eget nisi. Cras cursus, sapien non interdum mollis, nibh augue efficitur eros, eget congue tellus nulla id lectus. Nullam vestibulum vitae erat sit amet mollis. Sed gravida tortor nec nibh blandit ultrices. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam justo lectus, tempus a velit at, tempus malesuada est. Aenean dictum tellus id lorem venenatis, quis sodales nisl tempus. In quis libero id est rhoncus dictum. Praesent ipsum dui, mattis vel augue ut, lacinia ultricies ex. Suspendisse sit amet gravida purus. Vivamus tempus tellus augue, ac placerat arcu efficitur non. Nam auctor at nulla sed porta. Vivamus lobortis eu nunc a efficitur. Vestibulum condimentum ante nec nisi imperdiet vulputate. Duis varius metus ac est fermentum congue. Aenean tincidunt ut erat non pharetra. Nulla elit orci, semper sed porttitor ac, convallis vitae velit. Praesent egestas blandit ullamcorper. Praesent a porta lectus. Aliquam et pellentesque lectus. Integer placerat mauris risus, ut semper dui commodo at. Vivamus efficitur pharetra ligula id rhoncus. Pellentesque gravida purus vitae viverra luctus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; In vitae augue nec odio fermentum ultrices a sed libero. Nulla ullamcorper nulla id sagittis convallis. Pellentesque cursus metus et orci iaculis, non laoreet nisi aliquam. Proin porta velit risus, ac ultricies lectus tincidunt at. Pellentesque scelerisque ullamcorper euismod. Phasellus eget velit malesuada, faucibus enim a, ultrices ante. Morbi ut diam non metus interdum placerat gravida quis arcu. Integer ultricies molestie nulla sed convallis. Curabitur mi dui, aliquam vel nibh rutrum, convallis tempor lacus. Cras porttitor laoreet varius. Ut tincidunt massa congue mauris lobortis euismod. Pellentesque a odio ut est consequat tristique ut in mi. Nullam sed ultricies justo, eu varius eros. Nunc ipsum nulla, vehicula at sagittis a, ornare ut nisi. Aenean imperdiet felis at aliquet porta. Nunc sed leo ut justo efficitur aliquet. Sed et urna vel urna maximus laoreet. In facilisis porttitor nisi in sagittis. Fusce magna sapien, molestie ac maximus eu, tincidunt sit amet massa. Praesent non mauris metus. Aliquam dapibus sit amet tortor at scelerisque. Ut vel dolor at nisi rhoncus finibus auctor non velit. Integer pellentesque venenatis diam, nec eleifend ipsum pellentesque quis. Vivamus vitae mi nisl. Curabitur lectus orci, ornare et ipsum venenatis, sagittis blandit mauris. FAQs Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vitae nibh eu massa cursus eleifend quis in quam. Nunc mollis aliquam eros sed laoreet. Suspendisse et elit ut metus elementum aliquet ut sit amet metus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque fringilla, nibh eget convallis scelerisque, nisl nisl vestibulum ipsum, sit amet placerat neque nunc eget nisi. Cras cursus, sapien non interdum mollis, nibh augue efficitur eros, eget congue tellus nulla id lectus. Nullam vestibulum vitae erat sit amet mollis. Sed gravida tortor nec nibh blandit ultrices. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam justo lectus, tempus a velit at, tempus malesuada est. Aenean dictum tellus id lorem venenatis, quis sodales nisl tempus. In quis libero id est rhoncus dictum. Praesent ipsum dui, mattis vel augue ut, lacinia ultricies ex. Suspendisse sit amet gravida purus. Vivamus tempus tellus augue, ac placerat arcu efficitur non. Nam auctor at nulla sed porta. Vivamus lobortis eu nunc a efficitur. Vestibulum condimentum ante nec nisi imperdiet vulputate. Duis varius metus ac est fermentum congue. Aenean tincidunt ut erat non pharetra. Nulla elit orci, semper sed porttitor ac, convallis vitae velit. Praesent egestas blandit ullamcorper. Praesent a porta lectus. Aliquam et pellentesque lectus. Integer placerat mauris risus, ut semper dui commodo at. Vivamus efficitur pharetra ligula id rhoncus. Pellentesque gravida purus vitae viverra luctus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; In vitae augue nec odio fermentum ultrices a sed libero. Nulla ullamcorper nulla id sagittis convallis.