Sovrn is First SSP to Help IAB Tech Lab's Vendor Outlined Audiences Specification in

Sovrn Holdings, Inc, a publisher-focused know-how firm, as we speak introduced its participation in a proof of idea (POC) targeted on testing programmatic seller-defined audiences within the bidstream with community companions. In preparation for the lack of third-party cookies, Sovrn is partnering with Prebid’s Taxonomy Taskforce and IAB Tech Lab’s Addressability Working Group to assist utilizing IAB Tech Lab’s Vendor Outlined Audiences specification (SDA). The SDA proposal means that programmatic viewers shopping for could be safely scaled and monetized by leveraging nameless, standardized  taxonomy IDs instead of cookies and cell IDs, and that patrons can meaningfully differentiate these audiences inside bid requests by referencing present knowledge labeling and transparency requirements. 

The primary part of this initiative has targeted on standardizing how publishers go first-party knowledge to exchanges, standardizing how writer first-party knowledge is handed from SSP to DSP, and assembling an trade POC to check the end-to-end resolution. “With this effort, the writer beneficial properties management and selection across the knowledge, stated John Rosendahl, Principal Product Supervisor for Sovrn Identification Options. “In addition they get a democratized method to first-party knowledge within the bidstream whereas addressing transparency and accountability.”

“This specification establishes an efficient, scaleable, and privacy-forward method to assist publishers monetize and freely compete with one another primarily based on the underlying high quality of their audiences with out having to fret about knowledge leakage or needing to arduously arrange a whole lot of Deal ID-based non-public marketplaces,” stated Benjamin Dick, Sr Director of Product – Privateness, Identification, Information at IAB Tech Lab. “As adoption of the SDA grows, we’ll proceed to watch how market and purchaser habits adapts by way of integration, and decide whether or not further options are essential.”

“Sovrn and CafeMedia each share a dedication to assist publishers monetize first-party knowledge as boundaries to using purchaser knowledge develop into extra ubiquitous,” stated Patrick McCann, SVP Analysis at CafeMedia. “We’re excited to be part of this initiative. We count on the brand new SDA customary to dramatically decrease the friction and set-up time to transact.”

The following part of this initiative might be targeted on finalizing the mixing of the platforms and testing segments being recognized by patrons and publishers within the bidstream. For extra data on this initiative, Sovrn might be presenting on the 2021 AdMonsters Vail Writer Discussion board on Aug. 23, 2021.

About Sovrn

Sovrn offers services and products to hundreds of on-line publishers to assist them perceive, function and develop their enterprise. Sovrn is headquartered in Boulder, Colorado, with workplaces in San Francisco, New York, San Diego and London. 

With hundreds of shoppers deploying promoting, affiliate marketing online, and knowledge merchandise throughout 40,000 web sites, Sovrn reaches over 300 million lively customers throughout greater than 11 billion pageviews day by day. Sovrn has been a pacesetter in on-line writer know-how since its founding and has been acknowledged by IAB, JICWEBS, and TAG for its function in combating fraud and selling pro-transparency initiatives. Sovrn is devoted to serving to content material creators do extra of what they love, and fewer of what they do not.

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