协作是程序化广告发展的关键

程序化行业彻底改变了彩乐园dsn. 自十多年前成立以来, it has reformulated what’s possible via digital and created huge opportunities for advertisers – allowing them to speak to the right people, 在合适的地方大规模地. Yet, along with its rapid growth, programmatic has also faced its fair share of challenges. 现在, with increased supply chain transparency high on the agenda and the industry navigating changes to established mobile and web identifiers, 合作的重要性从未如此重要.

我们对显示器说 & 数据指导小组 to hear their thoughts on how the industry can work together to drive programmatic progress forward and address current challenges.

Q1: What do you think are the biggest challenges that the programmatic market will face in 2021?
彩乐园dsn正处于颠覆性转型之中. We are rapidly moving from an ecosystem of browser and device identifiers that are universally available, towards a privacy- first world of consent and addressability via authentication. 媒体所有者面临的真正挑战, 机构, and brands will be to prioritise and prepare appropriately for this disruption in a world without third-party cookies. It’s vital they start to shift their attention to authenticated addressability to ensure the open web remains a viable environment for brands to reach consumers.
Luke Fenney, Vice President of Publisher Sales, International at Index Exchange
 

There is a major shift coming for the digital advertising industry with the deprecation of third-party cookies this time next year. 出于对消费者隐私和数据保护的渴望, this change will cause great disruption for the industry and concern among advertisers that they will lose the ability to target the right audience. 但 there are reasons to be optimistic – such as the use of clean rooms, 在哪里可以以隐私安全的方式映射数据. This will allow marketers to continue to deliver value for the consumer without mistreating their data.
Chloe Gilman, Director Buyside and Marketplace, Northern Europe at Xandr
 

Outside of the macro economic challenges and the continual drive for supply chain transparency, 我认为最大的问题将集中在身份上.
詹姆斯·布朗，麦格尼特公司国际部主管

问题二:为什么合作对解决这些问题很重要? 以及我们如何以富有成效和代表性的方式走到一起?
Companies that solve identity by going it alone will win in the short-term but suffer in the long-term. 解决身份问题没有一站式服务. 而不是, we will see a multitude of solutions that address different parts of the problem, 比如目标和测量.

It is the multitude of solutions, working together, which will allow us to move forward. 解决方案需要从源头上开放, 不是为了支持某家公司的商业利益, 他们还需要提供良好的治理. 如果他们不这样做，这些解决方案将不会被采用.
Chloe Gilman, Director Buyside and Marketplace, Northern Europe at Xandr

没有什么比在Prebid的幌子下更明显的合作了.org. 曾经的“开源标头竞标联盟”, 现在已经演变成开源运动了吗, where it is solving collective problems and providing universal 标准, 越来越关注身份. 最终,Prebid.org is providing universal 标准 to make it easier for advertisers to invest in the independent web and therefore it is a significant contributor to ensuring the independent web is fit and sustainable for the future.
詹姆斯·布朗，麦格尼特公司国际部主管

协作是找到身份挑战解决方案的关键. 没有任何一家公司能够单独解决这个问题. IAB Tech Lab’s Project Rearc is a great example of industry collaboration to drive new technical 标准 and guidelines for “privacy by default” across addressable advertising and measurement. 类似的, the Global Privacy Working Group brings together 140 companies from around the world to build upon the work done within the GDPR and CCPA working groups. 我们拥有全球代表性是很重要的. 尽管首要的挑战是一致的, the functional and technical specifications of the solutions may vary by market.
Luke Fenney, Vice President of Publisher Sales, International at Index Exchange

Q3:以一种新的集体责任感, 加强了对整个供应链的审查, what do you foresee as the longer-term future of the programmatic industry?

The open internet has to remain at the core of the programmatic industry to ensure a successful future. 正是在这里，广告商有了更大的控制力和透明度, 让他们从人群中“脱颖而出”, tailoring their advertising approach to suit their specific requirements. 反过来, 开放的互联网使出版商的财务状况良好, allowing them to focus on creating premium content that keeps the consumer happy and delivers engaged audiences to advertisers.
Chloe Gilman, Director Buyside and Marketplace, Northern Europe at Xandr

我们有很多挑战需要解决吗? 是的. 在过去的10年里，我们是否取得了巨大的进步? 是的. Has the industry evolved considerably to address concerns in the last 3 years? 是的. Do we have a long way to go to fulfil the promise of ‘Automating the buying and selling of all advertising? 是的. 但, 如果你想在我们行业的创新前沿工作, in a landscape that is constantly changing and laying the foundations of the future… Where else do you want to be?
詹姆斯·布朗，麦格尼特公司国际部主管

Efficiency is now more important than ever – scale and speed are the key. 在编程中，每一毫秒都很重要! 因此, participants on both sides of the transaction need to ensure they are working with companies that are driving efficiency innovation – while maintaining quality and privacy 标准 -as programmatic continues to scale.

That focus on efficiency will enable programmatic trading to drive growth across new formats and environments from connected TV, 到数字音频和整个应用生态系统.
Luke Fenney, Vice President of Publisher Sales, International at Index Exchange

这篇文章首次发表于 ExchangeWire