Realizing Data’s Potential with Distribution that Drives Success

In this series, we've explored the would-be effects of Google's third-party cookie deprecation and provided tips on converting data into lookalike audiences or contextual targets. In previous posts (Part 1, Part 2, Part 3), we've discussed these impacts and offered suggestions for adapting. However, given the recent Google announcement to retain third-party cookies, a key question remains: how should these segments be distributed once created? What steps can data owners take to maintain effective client service, especially in terms of distributing audiences and contextual targets to DSPs and SSPs?

First and foremost, data owners need to prioritize compliant data collection to ensure any audiences or contextual segments are created from permissioned data. Building direct relationships with consumers through loyalty programs, newsletters, surveys, and other engagement tactics is crucial for ensuring data is consented.

Once compliant data is collected, technology partnerships can facilitate the distribution of segments across multiple DSPs and SSPs, ensuring that audiences and contextual targets are accessible on the platforms most preferred by advertisers.

Of critical importance when selecting a partner are two factors: 1) Integrations with the most prominent DSP and SSP platforms, and 2) Ability to transact in the identifier preferred by the data owner AND the distribution platform.

1. Integrations with Prominent DSP and SSP Platforms: It's not about the number of integrations but their relevance to your target audience. For instance, if you aim to reach the cryptocurrency community, a robust integration with The Trade Desk is essential. Without such integration, your newly created segments may not achieve their full revenue potential.

2. Identifiability: You need a partner who can work with your chosen identifiers and translate them into the preferred identifiers used by platform destinations. For example, if targeting The Trade Desk for cryptocurrency segments, your partner should be able to send UID 2.0 in the US, ID5 in EMEA, and a cookie where applicable. This approach minimizes the complexities of managing different identifiers or platform preferences. At Semasio, we call this capability Multi ID.

As the industry faces times of disruption, leveraging all available assets – especially data – will become paramount to success. Few technology partners can seamlessly execute audience-to-context solutions with an ID agnostic approach and provide scale through distribution across the most relevant platforms available today. Before you trust your data to anyone, do your research. 

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For more information, read other entries in the Realizing Data’s Potential series.

Realizing Data’s Potential: A Guide for Data Owners

Realizing Data’s Potential With Lookalike Models

Realizing Data’s Potential With Contextual Targeting

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