Paul Bannister’s Post

💸💸 Privacy Sandbox Buyer Report 💸💸 Over the last few months, we've collected significant data about how different buying platforms are spending using Protected Audience API. This gives some insights about what those companies’ plans might be. We looked at all DSPs that had some scale of ad spend on Protected Audiences to see how their spending compared to their normal spending on our inventory. As a reminder, since cookies are only deprecated at 1%, most (but not all) PA API spending is concentrated in that 1%. The DSPs spending around 1% (most of them) are the ones testing at a normal scale for their business. They want to understand how to use the technology and how to use it at scale so they're ready for the full deprecation of 3PC. Those labeled "Testing the Waters" are spending at much lower scale than their normal spend. It's not surprising that these are the largest. These DSPs don't need to spend at high scale to get the data to make sure things are working and be ready to scale up in the future. Amazon, in particular, has been a fairly late entrant to spending on PA - we didn't see any spend until March. Their spend has been relatively low, but that might be enough for them to get the data they need to scale this quickly in the future. An interesting observation is that Google's DV360 (mostly large advertisers) is spending at a low scale compared to Google Adwords (mostly small advertisers). Getting large advertisers to spend on PA API is much more complex, so this makes sense. The most interesting part of this dataset is those who are "paradigm shifters." Clearly, AdRoll and Audigent view Privacy Sandbox as a way to shift their business models and grow quickly in this new space. Times of great disruption can be times of great innovation! In order for anyone to buy media through PA API, they have to build technology called a Component Buyer - the PA equivalent of being a DSP. To our knowledge, Audigent doesn't currently operate a DSP, so they've built Component Buyer tech to leapfrog into this new space. There is an equivalent technology for SSPs called a Component Seller. Even though we don't operate an SSP, we've also built that technology ourselves as a way to innovate and create new services for our publisher and advertiser customers. As always, there are lots of caveats with this data! Since PA is so nascent, we don't have DSP-level data across all of our partners, but what we do have is representative. We are large and have a lot of data, but we're not the entire internet, so the story may be different for others. 

💸💸 Privacy Sandbox Buyer Report 💸💸 Over the last few months, we've collected significant data about how different buying platforms are spending using Protected Audience API. This gives some insights about what those companies’ plans might be. We looked at all DSPs that had some scale of ad spend on Protected Audiences to see how their spending compared to their normal spending on our inventory. As a reminder, since cookies are only deprecated at 1%, most (but not all) PA API spending is concentrated in that 1%. The DSPs spending around 1% (most of them) are the ones testing at a normal scale for their business. They want to understand how to use the technology and how to use it at scale so they're ready for the full deprecation of 3PC. Those labeled "Testing the Waters" are spending at much lower scale than their normal spend. It's not surprising that these are the largest. These DSPs don't need to spend at high scale to get the data to make sure things are working and be ready to scale up in the future. Amazon, in particular, has been a fairly late entrant to spending on PA - we didn't see any spend until March. Their spend has been relatively low, but that might be enough for them to get the data they need to scale this quickly in the future. An interesting observation is that Google's DV360 (mostly large advertisers) is spending at a low scale compared to Google Adwords (mostly small advertisers). Getting large advertisers to spend on PA API is much more complex, so this makes sense. The most interesting part of this dataset is those who are "paradigm shifters." Clearly, AdRoll and Audigent view Privacy Sandbox as a way to shift their business models and grow quickly in this new space. Times of great disruption can be times of great innovation! In order for anyone to buy media through PA API, they have to build technology called a Component Buyer - the PA equivalent of being a DSP. To our knowledge, Audigent doesn't currently operate a DSP, so they've built Component Buyer tech to leapfrog into this new space. There is an equivalent technology for SSPs called a Component Seller. Even though we don't operate an SSP, we've also built that technology ourselves as a way to innovate and create new services for our publisher and advertiser customers. As always, there are lots of caveats with this data! Since PA is so nascent, we don't have DSP-level data across all of our partners, but what we do have is representative. We are large and have a lot of data, but we're not the entire internet, so the story may be different for others. 

As third-party #cookies fade into oblivion, #marketers are awakening to a harsh reality: The era of a single source of truth for #measurement is over. Now, they must navigate the murky waters of determining their own truth. This shift has been brewing for quite some time — to be precise, since about four years ago, when Google first voiced concerns about third-party cookies in its #browser. Executives were apprehensive then, foreseeing challenges such as tracking user behavior across websites becoming more difficult, resulting in incomplete data, #attribution issues, less precise audience #segmentation and a less personalized browsing experience. In this piece by Seb Joseph, we speak to Nick Tiano of Making Science, Stephani Estes of Goodway Group, and Maor Sadra of INCRMNTAL.

As third-party #cookies fade into oblivion, #marketers are awakening to a harsh reality: The era of a single source of truth for #measurement is over. Now, they must navigate the murky waters of determining their own truth. This shift has been brewing for quite some time — to be precise, since about four years ago, when Google first voiced concerns about third-party cookies in its #browser. Executives were apprehensive then, foreseeing challenges such as tracking user behavior across websites becoming more difficult, resulting in incomplete data, #attribution issues, less precise audience #segmentation and a less personalized browsing experience. In this piece by Seb Joseph, we speak to Nick Tiano of Making Science, Stephani Estes of Goodway Group, and Maor Sadra of INCRMNTAL.