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.
Screen6 laucnhes idSync to solve the match rate challenge and is built to drive better results than today’s server-side syncs. idSync is the only server-to-server solution that precisely matches identifiers between ad tech platforms and exchanges to resolve user identity across desktop, mobile, and cookieless environments such as OTT connected TV and the Internet of Things.
Screen6 announced the launch of idSync, a new data syncing technology that precisely matches IDs between multiple datasets offline. idSync is not reliant on traditional cookie syncing to connect datasets but instead operates independently between platforms to support device matching and ID resolution for optimal match rates.
The emergence of header bidding is further frustrating the efforts of independent ad tech with lower match rates caused by the move from client-side to server-side syncs. Adweek features Screen6’s idSync as the solution to obtain optimal match rates between clients and siloed datasets.
Screen6 launches idSync, a new data syncing technology that precisely matches IDs between multiple datasets offline. idSync is not reliant on traditional cookie syncing to connect datasets, but instead operates independently between platforms to support device matching and ID resolution for optimal match rates.
As cookies have become the default mechanism to identify users anonymously on the internet, there has been a significant increase in the number of trackers that load when a person visits a website. The result has been increasingly bad user experiences, characterized by longer page loads and frequent load errors.
Today, platforms are heavily reliant on cookie-syncing in order to communicate about a common user. In this Knowledge Hub Video, Sharon Beynon, Technical Lead at Screen6, dives into how cookie-syncs work and why match rates are an important figure to understand.
Cross-device verification allows companies to compare the precision and coverage of each device graph to determine the best cross-device provider for their business. David de Jong, CEO of Screen6, shares how to properly calculate precision of a device graph and explains key points to consider when choosing a vendor.
Amassing inventory shouldn’t be an SSP’s end goal in today’s uber-competitive market. SSPs intimately understand the inventory available on their publishers’ sites, and that understanding is what’s lacking at, and deeply coveted by, today’s advertisers.