So strong compared to results from collaborations with DPG or Azerion. This brings me to the next trend that contributes to fragmentation. Publishers who are investing in tech themselves to offer more relevant ads and audience segments. 2. The publishers enter the playing field Germany Phone Number Many large publishers, such as Spotify or De Persgroep Media (DPG), are busy behind the scenes with solutions that you can only use if you buy directly from them, or manage them. That’s nothing new of course. But as soon as you understand that because of cookieless advertising you can only use segments of Google in Google products, the world of digital advertising suddenly becomes very small.
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Put simply, make old-fashioned deals with publishers. But it has Malaysia Phone Number been apparent for some time that the private deals and even the guaranteed deals in DSPs do not always work smoothly due to miscommunications between SSP and DSP. Buy impressions To illustrate, I can set up a Private Auction in DoubleClick (DSP) with DPG offering it through Xandr (SSP). In this deal they include the formats, but also the target group and possibly the desired domains. As long as I don’t add anything on my side, the DSP side, everything is fine, as soon as I add data that only Google can really recognize, such as the language setting, things quickly go wrong.
That could just be the reason that no bid request meets your settings and you therefore purchase very few impressions. If I can set so little on my end, why not just buy my impressions guaranteed? Via a Guaranteed Deal or a Managed direct purchase? Via the Programmatic Guaranteed you will receive data directly into DoubleClick or your other DSP. Then you can build real-time dashboards. Only let that argument become debatable due to the innovations of parties such as Azerion and DPG, which are working hard on APIs and self-serve platforms. In 2021 it slowly became clearer why they are still waiting. They want to make the alternative as attractive as possible for advertisers. And to be fair, she succeeded.