{"id":16302,"date":"2022-02-24T18:21:05","date_gmt":"2022-02-24T18:21:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/24\/iab-tech-lab-finalizes-first-addressability-solution\/"},"modified":"2022-02-24T18:21:05","modified_gmt":"2022-02-24T18:21:05","slug":"iab-tech-lab-finalizes-first-addressability-solution","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/24\/iab-tech-lab-finalizes-first-addressability-solution\/","title":{"rendered":"IAB Tech Lab finalizes first addressability solution"},"content":{"rendered":"

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Project Rearc, an initiative within IAB\u2019s Tech Lab<\/a>, has announced the finalization of its first solution to the post-cookie addressability challenge, Seller Defined Audiences (SDA). The concept was first proposed in March 2021.<\/p>\n

As the name suggests, this solution rests seller-side, enabling publishers or their data partners to scale first-party data in a privacy-compliant manner, aiming to \u201cdemocratize the concept of audience cohorts for the open ecosystem\u201d (from the Tech Lab release).<\/p>\n

Publishers will be able to create and scale anonymous first-party data-based audiences across channels, including web, app and CTV. Audience members can be grouped using a standardized, but also customizable, Audience Taxonomy. Additionally, context- or content-based audiences can be created using a context taxonomy (yet to be standardized).<\/p>\n

Among other benefits for buyers, it allows DSP machine-learning systems to optimize cohort selection through the availability of API-delivered metadata.<\/p>\n

Why we care. <\/strong>It\u2019s another addressability solution, this time rooted in the rich first-party data held by publishers. It holds out a best-of-both-worlds promise by offering audience-based and context-based addressability. And since it\u2019s a Tech Lab initiative, it will continue to be an open and transparent work-in-progress.<\/p>\n

The release admits \u201cSDA makes no claims of being a silver-bullet for the industry, but should be a valuable tool in our toolbox.\u201d A refreshing position to take because the air is full of supposed silver bullets right now.<\/p>\n

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About The Author<\/h3>\n
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\t\t\t\t\t\tKim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.<\/p>\n

He first wrote about marketing technology as editor of Haymarket\u2019s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.<\/p>\n

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n

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