Publishers face a challenging landscape where understanding the actual value of their supply-side signals is vital yet difficult, hindering optimal ad tech ROI.
The absence of third-party cookies presents publishers with an opportunity to utilize their own supply-side signals, improving relationships with advertisers and measuring performance.
Comparing first- and third-party signals is essential for publishers before they invest in first-party signal strategies, yet identifying effective third-party signal providers is complex.
Currently, publishers often encounter expensive, cumbersome, and inexact methods to derive insights from supply-side signals, making it difficult to assess the impact accurately.
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