SANTA BARBARA — In a world after GDPR, one in which indiscriminately targeting audiences by following them around the web with ad-tech is becoming slightly more frowned upon, how can advertisers reach consumers?
Most of the industry has now settled on the view that third-party data, that held in data warehouses and made available for purchase by advertisers, is less useful than first-party data, that collected by brands themselves.
So publishers need to let advertisers buy ads using their own data, says a technology executive in this video interview with Beet.TV.
“As we transition away from a world where everything’s third party data (for ad targeting), that should just be like a layer, going forward,” says Frank Sinton of Beachfront Media, an independent video supply-side platform.
“It should be more about first party data, enabling publishers to directly transact with the brands on the data that they have.”
Beachfront – based in New York, Florida and Pasadena – offers technology to publishers:
- a mobile-optimized supply-side programmatic video advertising platform
- a builder for mobile-optimized video apps
- a video syndication platform
Sinton says his company is one of those which has had to respond to publishers’ growing demand for more information about the ad trades happening on such platforms.
“The biggest thing that’s changed over the last year is there’s been a real focus on transparency in the supply chain,” he says.
“So folks like us have responded with that being a lot more transparent on things like take rates and what is actually being transacted, what’s actually going to the publisher.”
This video is from a series leading up to, and covering, the Xandr Relevance Conference in Santa Barbara. This Beet.TV series is sponsored by Xandr. Please visit this page to find more videos from the series.