Surprise, it’s the SSP: why agencies are key to the cookieless world
Opinion
More and more agencies are developing relationships directly with SSPs as advertising cookies fade away. The rest of the media industry needs to ensure they are part of the discussion, too.
As Google’s cookie cutoff looms ever closer, both those on the buy-side and sell-side of the online ad space look to be in powerful positions as first-party data cements its importance.
On the one hand, the direct relationship that publishers have with consumers gives them high quality and privacy compliant inventory, while on the other, brands are able to offer loyal and prospective consumers a value exchange for their personal information.
While both these groups clearly have a great deal of influence in where the industry goes after the loss of third-party identifiers, there is one player that is often overlooked: agencies.
Media agencies use their position in the middle of an ever-fragmenting industry to build an intimate knowledge of the ecosystem, using their unparalleled problem-solving skills to develop solutions.
But there are still challenges to be overcome if agencies are to make themselves an important part of the post-cookie conversation.
Manoeuvring the challenges agencies face
It seems simple: agencies use their know-how and resources to research the most effective way to reach the right audience, in a way that is scalable, trustable and repeatable. But there are obstacles that could slow down this process.
Traditionally, agencies have worked closely with Demand-Side Platform (DSPs) in order to build multi-dimensional audiences and pair them with inventory sources as efficiently as possible.
But many DSPs are remaining hesitant to commit to — or, like Google Display & Video 360 (DV360), outright rejecting — established options outside third-party cookies. Without an obvious replacement that has proven scalability and reach, agencies have been left to test and develop bespoke plans across multiple parties.
From a targeting perspective, solutions range from authenticated identity (known) and probabilistic identity (unknown) audience targeting, as well as cohorts and contextual. Delivering on brand goals is key to agencies, and one solution is starting to stand out.
Adopting new targeting and measurement solutions
Surprise, it’s the SSP. More and more agencies are developing relationships directly with SSPs, instead of bringing their budgets directly to DSPs.
Built with the intention of increasing yield for publishers via programmatic marketplaces, these technologies have been able to rapidly adopt new targeting and measurement solutions. They offer the opportunity for agencies to test solutions in an environment that is transparent and privacy safe.
With their ability to maximise a buyer’s inventory by adopting and offering sufficient means to preserve various buying and selling options, their focus on solving the loss of cookies makes them truly appealing. SSPs can also allow brands to create private deals with premium publishers and then send these onwards to DSPs – including DV360 – irrespective of their participation with identity solutions.
By harnessing the power of SSPs, agencies can create centralised and standardised buying methods through trusted publishers that ensure scale and measurability for their client’s campaigns.
For advertising to continue to thrive in a post-cookie world, all players – agencies, brands, publishers, and technology partners – will need to bring their leverage, knowledge and unique value to the table for collaboration.
That being said, agencies are already leading innovation in creating measurement, targeting and inventory solutions for brands, and should be on everyone’s watch list in the months ahead.
Alison Harding is vice-president of data dolutions EMEA at Lotame