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Marketers Look To Adtech And Agencies To Solve The Addressability Problem

Marketers Look To Adtech And Agencies To Solve The Addressability Problem

The Interactive Advertising Bureau (IAB) Tech Lab is striving to establish common standards and APIs for a no-tracking advertising eco-system, but the industry is pulling in different directions.

There are now more than 20 APIs aimed at creating a cookieless advertising eco-system.

Google wants to move away from cookies and will introduce Federated Learning of Cohorts (FLoC), an alternative targeting option that leverages machine learning to group users into cohorts.

Facebook, Snapchat, Amazon, and other ad platforms are investing heavily in first-party data, which means addressability will depend on being able to access those platforms directly rather than via third-party ad servers.

Brand safety at scale has been solved, fraud at scale is close to being solved, viewability at scale has been solved, and measuring effectiveness is underway… with addressability solutions emerging.

Addressability is becoming more achievable

...but the message must reach through all the hype that is currently swamping the market. Adtech and agencies have to work together to solve the problem of reaching specific audiences for advertising purposes.