SSPs are perhaps the most undervalued and inherently powerful links in today’s digital supply chain, and yet their current offerings do not fully reflect this strength. It’s high time that SSPs evolve their business models to become more than mere plumbing in the elaborate media-buying ecosystem.
Amsterdam-based Screen6, a provider of cross-device identity graphs, is out with a new solution that it says can help solve the problem of cookie matching — but without cookies. The Dutch company says its solution can work across a variety of devices, including Over-the-Top (OTT) TV and cookie-challenged mobile devices.