![]() ![]() The media company realized a lot of its audience qualified as literature fans, a cohort it did not previously recognize. ![]() Grouping audiences into the IAB’s categories, and not the contextual attributes TelevisaUnivision would naturally use, has revealed new findings, Hillman said. In deciding how to collate TelevisaUnivision’s data into the PPS groupings, Permutive chose attributes that were not already present in direct deals, and also logical, said Michael Ogunjobi, head of publisher strategy at Permutive.Ĭookie-Alternative Fledge Testing Grows, But Not Among SSPs While a publisher does not need to work with an ad-tech partner like Permutive to use PPS, it can make the process less laborious, Hillman said. Once the audiences are in Google Ad Manager, Permutive can use Google’s mapping features to connect the cohorts to IAB’s Audience Taxonomy and then ultimately send these groupings into the bidstream. ![]() TelevisaUnivision works with Permutive to package its data using the tech vendor’s proprietary audience cohorts. The companies wouldn’t share more specific details from their tests. Hillman said Google has still not made data available showing how PPS incrementally increases CPMs. While the results show how PPS can monetize publishers’ inventory, they don’t show if the cookie alternative can meaningfully increase publishers’ revenue. ![]()
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