GrowthCode For Publishers
Solutions
Publishers can defeat signal loss, transform monetization, and future-proof revenue - without crippling margins
Core Problem
Publishers are struggling with signal loss and the cost of new first-party solutions
Headwinds
Several forces like user privacy, platform indecisiveness and resource constraints effect the the ultimate path publishers take
The Solution
"Easy button" solutions are cliche, but make no mistake, this one is real.
The Problem
As publishers and their vendor partners overhaul their strategies and stacks to solve for signal loss and addressability challenges, they are migrating to the use of first-party data to maintain addressability, increase monetization, and create new products.
As they do so they are wrestling with an increasing mess to try to figure out the future.
How Do I...
...maintain addressability in Open RTB and leverage Universal IDs to maintain signal?
- What impact will UIDs have on my monetization?
- Should I integrate, optimize and custom build a graph and UID stack myself or outsource this?
- Which UIDs will work for us and our ever-changing demand?
- How can I easily track the uplift these UIDs have?
- How do I make sure these UIDs are working right?
- How do I capture these UIDs into a data set useable for other use cases in my revenue portfolio
- How can I use UIDs to power other products?
How Do I...
...organize for structured selling outside Open RTB?
- What’s the easiest way to structure my inventory without the third-party cookie?
- How can I best leverage my first-party data in curation?
- How will Deal IDs work for me in the future?
- How can I enrich my first-party data with additional signals?
- What signals will have the most value?
- How can I work directly with demand to capture more margin?
- Can I leverage curation trends to get higher CPMs? If so, how?
Headwinds
Given the constant changes in the industry and the lack of any one true emergent winner to solve for these challenges, publishers agree on two things:
- they need to invest in their first-party data
- they can no longer over-rely on third-parties if they want to control their own destiny.
Yet most publishers have few resources and are forced to “keep the plane in the air while they change the engines”. This often forces publishers to make decisions they wouldn't ideally make - and often prevents the planning, experimentation, and iteration necessary to identify the right solutions for the unique nature of each business.
This is where a forward thinking parter comes in handy...
Identity Graph
Data Insights
Bid Enrichment
Curation Tools
