Drew Stein is its CEO and co -founder Acoustic.
In recent years, custody has become one of the biggest issues in advertising. Chips and agencies Now pass 66% Of $ 150 billion+ open market exchange market exchange in edited private markets (PMPS), and important advertisers such as Coca-Cola and platforms like Google have been openly committed to custody.
Amidst all growth, advertising campaign and press, many people stretch the boundaries of what is custody and many companies now claim to be “curators” or offer elaborate PMP products. Worse still, some wrong definitions of “custody” have also been highlighted.
As a company widely recognized as a pioneer of custody, we believe that it is important to set the record straight to what is custody and what is not.
What is the diligence they are
In a program advertising, Curator refers to the strategic integration of data and stock into a single data-enriched package-called a private market. These curated packages are optimized to maximize value and performance for both advertisers and publishers.
The definition of a curator is a company that must provide the following three bids:
Data
The type of data does not matter. It may be first -part data, third -party data, context, prognostic, modeling or any combination of them. However, a curator must bring a unique set of data to the table to clean it against the stock.
Direct stock and tubes
A curator must have inventory from publishers to pack with his data. This means that it must have platform consolidations with platforms on the side of the supply (SSP) that allow it to do so. The more sophisticated these connections and pipes are, the more sophisticated the products of the curators will be, with real -time SSP incorporation representing the gold standard.
Optimization
A curator must be able to optimize data packages plus stocks during a campaign. This also means that it must have SSP data integration and internal platforms, which allow it to be optimized in real time. The more sophisticated these platforms and connections, the more sophisticated, the most real time that the curators’ optimizations will be.
All three of these factors are necessary for the creation of diligent products and the existence of a “curator”. If a solution loses one of the three criteria, then it does not exert program diligence, complete attitude. Although there may be solutions that use SSP custody tools, simple use of these tools does not make this company as a “curator” or “Curation” products.
What diligence is not
By custody, there are companies that do not fulfill the above qualifications that are either called curators or concentrate under the banner.
Creating or managing a list of “acceptable” or “secure” URL within a platform on the side of demand (DSP) is not diligent. The labeling of such practices as custody is a false statement. Assembling stock packages using or block lists on a DSP is neither new nor innovative. This approach has been for years and is not characterized as real diligence and allegations for the opposite are often misleading.
It is important that anyone who has not manufactured a platform of custody and/or does not have a group of ads to optimize their elaborate PMPs is also not a curator. Customs is not a “set-it-and-forget-it” process. It was a pioneer to optimize the data against real -time performance signals in driving continuous improvement and value. Optimization is the core of custody. Without this feature, a company is not a true curator.
What can the custody do
Simply put, the Curation operates by activating and optimizing the data through the supply route immediate packaging and stock data in a single, enriched product. For over 15 years, the data has been activated exclusively on the data purchases used by market platforms with the help of identifiers such as cookies. Today, Curation has opened a more effective, safer world to protect privacy, using platforms on the part of the supply.
It is important to think about what custody can do when done correctly. Finally, three groups benefit from successful editing: Media brands/media (buyers), publishers (sellers) and consumers.
For buyers, edited products represent the opportunity to reduce the costs (compared to the purchase of DMP sections against open exchange), promote more performance than optimization data, proof of media market market, as real disaster integration is often the use of logs and logs.
For publishers, edited products offer the opportunity to make their stock more managers, as well as increase pricing from the open exchange floor.
For consumers, Curation offers a more privacy -friendly, where IDs with personal recognizable information (PIIs) are no longer needed.
What diligence does not
The actual diligence does not trade in stock. On the contrary, it should only gradually drive revenue for publishers. Publishers have complete control of their stock pricing through their SSP. These SSPs have developed interfaces for publishers that allow them to regulate pricing floors as well as to select and withdraw from diligent bids. The use of these tools is the key to utilizing custody in the way it was designed for publishers and ensures that they are in the driver’s seat.
Chamber of the Future
Curation offers a practical approach to providing value for both ads and sellers buyers. It also serves as an effective method of adapting the strategies of market strategies to address challenges such as losing signal and reduce stock addresses in the evolving advertising landscape.
With real -time pipes and data links that are no longer based on the hosting of old school matching and distribution tables, the Curation opens the door to new, more reliable and efficient ways to activate public data and provide the fuel trademarks and agents must provide the media and agents must
As custody has become a key strategy for activating data, my best tips on brands and media agencies pursuing a diligence strategy are:
1. Make sure the curator is working with checks all three boxes: unique data sets, extended power supply pipes and strong optimization capabilities.
2. Performance monitoring and value. Real diligence should save you money and drive the strong media performance.
3. Research of new partners. Too many people have jumped into this band, but they have no real value to offer.
The custody is expanding on the basis of its advantages and growth is driven by significant innovation that has seen real improvements in efficiency and privacy.
As with any rapid category, there are leaders, fans and others. For those who want to benefit from custody, every partner and customer should know how to classify all three teams to unlock the value of custody while directing them from those who talk about custody, but fail to deliver it.
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