Publishers’ main obstacle today with cookieless inventory is the lack of valuable data/IDs for DSPs and SSPs, resulting in a lower win rate, decreased CPM, and fill rate.
There were many interesting discussions and panels regarding content, programmatic activity, digital TV (CTV), and data clean rooms, but cookieless addressability was the hottest topic and a challenge for advertisers and publishers in every part of the world.
The Japanese mobile usage is high, with more than 55 Million households with approx 70% iOS share and 105 million smartphone users; the necessity for Bid Enhancement to provide better monetization in a cookieless environment can create a dramatic shift and better addressability for advertisers while benefiting consumers from pay free access to content and entertainment in a privacy friendly way.#ExchangeWire #ATSTokyo23
Our goal is to ensure a cookieless future where our partners can continue to thrive.
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