The Big Shift in Market Dynamics That Will Emerge When 3rd Party Cookies Go Away

What do gaming and programmatic advertising have in common? Stephen Johnston is joined by publisher development and yield management expert, Matt Kaye. The two reflect on their common interest and expertise in video games and programmatic advertising to uncover insights publishers can apply to monetization in 2023. Can what we learned in years past from premium subscriptions, paywalls and freemium upsell models be applied to the modern web? The issues explored in this episode for the benefit of creating sustainable revenue for publishers in the post-cookie era include supply and demand, creating scarcity, finding the ideal unit-to-volume ratio, and fill rates.

Digital advertising is moving toward a future in which ad delivery data will increasingly resemble information used by the shipping industry to track the delivery status of packages moving within its systems. In fact, the number of data points in programmatic ad tech far outweigh the volume of data in traditional shipping logistics, so it's important to utilize technology to avoid rabbit holes and manage the complexity that is inherent in this space. In this week's episode, Stephen introduces Tony to his concept of Advertising Logistics and points out how many of the core aspects of an advertising transaction are being overlooked by the entire industry. PubWise plans to change that; they see gold in this overlooked data, and it goes a long way in raising the bar from satisfactory to optimal.

In times of change, be sure you don’t put all your identity eggs in one basket. In this podcast, we talk about the different solutions in the identity space and how publishers can make sure they are making the most of this opportunity. Testing options isn’t optional. In this podcast, CTO and Founder Stephen Johnston points his "tell it like it is" approach at identity and how to weather change.

In this week’s podcast, we put PubMatic's chief commercial officer Jeffrey Hirsch on the spot about issues related to creating a more open and robust marketplace for stakeholders across the programmatic ecosystem. Listen as he and PubWise CTO Stephen Johnston share timely insights about observability, supply and demand path optimization, data interchange standards and how to identify where value is being created and trust is being earned across the rapidly-evolving digital advertising supply chain.

It was only 2018, when the USPTO issued U.S. patent number 10 million. That same year there were 285,095 utility patent applications filed in the US, and only 50% were granted. This was the year we filed an application with the USPTO, and we’re not only excited that we were granted a utility patent for our Smart Path Optimization Technology (SPOT), but we can also finally talk about it! In this podcast, CTO and Founder Stephen Johnston talks about what makes their patent unique in the programmatic ad space and how it significantly decreases their customer’s carbon footprint.

There is a lot of debate on how to actually measure GHGs. At PubWise, we focus on the top of the waste hierarchy, which gives top priority to preventing waste in the first place. Our ability to improve performance while sending up to 40 percent fewer bid requests into the programmatic ecosystem reduces data center processing power, which translates directly to less pollution from greenhouse gas emissions.

Just as the sports industry has tipsters that offer betting advice, AdTech has a slew of trade pubs that each have their opinion on the post-third-party-cookie world. In this episode, Stephen dives into some of the different approaches featured in the news lately. He believes that in the future, audience size will not be the proxy to value; having an identifiable and addressable audience that your demand partners value will be the gateway to building strong partnerships that will survive the test of time. With less than a year until the end of third-party cookies in Chrome, the race is on to figure out how to redefine monetization.

In this episode, we talk about how audience targeting will come full circle as 3rd party cookies are phased out. But it’s not all doom and gloom; contextual targeting is more relevant, timely and provides a greater degree of specificity, whereas 3rd party cookies can get stale and lack context. Find out how machine learning can be your competitive advantage in identifying the partners that will deliver the audience you are in search of.