Observed Signal · Feb 8, 2023 · Technical Release · Source: Quo Vadis News · Impact: 2/5 · Sentiment: Neutral
Audience Targeting Without Cookies — Job-to-Be-Done
Quo Vadis promotes an Education Session on April 13 at noon ET with LiveRamp and Index Exchange to explore identity options in a post-cookie era. The piece argues advertisers still want targeted ads, not cookie-based identifiers, and frames the audience targeting task as a job to be done that can be accomplished through first-party data and identity alternatives. It outlines three eras of programmatic identity, introduces a New Question centered on capturing 1st-party IDs, and discusses building extensible systems to store and use IDs. With Google DV360 blocking outside identifiers, the article presents Deal IDs loaded with 1st-party IDs as a workable workaround to enable cross-DSP targeting. Market context includes rough open-web programmatic market estimates (around $40B) and shares among Google AdX, The Trade Desk, Amazon DSP, and others. Hosts: Tom Triscari (CEO, Lemonade Projects) and guests Travis Clinger (LiveRamp) and Lindsey Bridgham (Index Exchange).
Discusses post-cookie identity options and workarounds in the adtech ecosystem; industry-relevant but not indicating a major platform launch or regulatory event.
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Key Takeaways & Evidence Grounding
- Quo Vadis hosts an Education Session on April 13 at noon ET with LiveRamp and Index Exchange to discuss identity options post-cookie era.
- Advertisers can target audiences without cookies using methods like 1st-party data and Deal IDs as a cross-DSP workaround.
- Google DV360's policy to block outside identifiers is highlighted as a major obstacle to identity independence across DSPs.
- Open web programmatic market is approximately $40 billion; Google AdX dominates a large portion of spend; The Trade Desk is the largest non-walled-garden DSP (about 10% share; roughly $4.2B in ad budgets).
- Hosts for the session include Tom Triscari (CEO, Lemonade Projects) and guests Travis Clinger (LiveRamp) and Lindsey Bridgham (Index Exchange).
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Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
Index Exchange CEO: Sell-Side Innovation, CTV Transparency, AI Agents
In an interview with ADZINE, Andrew Casale, CEO of Index Exchange, discusses the evolution of programmatic advertising. He argues that sell-side innovation, including modeling and containerization, is increasing complexity but also value. Buyers can now run their own models on the sell-side, democratizing decision-making. Casale addresses the black box concern, noting that while the internal logic of buyer models is opaque, the platform observes their actions. He highlights the shift towards modular infrastructure, with Index enabling data providers and DSPs to run modules on its cloud. Regarding CTV, Casale emphasizes the need for more transparency, noting that while genre data is increasingly available, show and episode data remain limited due to legal and distribution issues. He discusses the evolution of pod serving and the role of agentic advertising, distinguishing between workflow automation and impression-level decisioning, which remains the domain of mathematical models. Casale sees AI agents as useful for automating manual tasks but not as a revolution that will shift power from walled gardens.
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