Sovrn is First SSP to Support IAB Tech Lab’s Seller Defined Audiences Specification in Prebid.org

BOULDER, Colo., Aug. 19, 2021 /PRNewswire/ — Sovrn Holdings, Inc, a publisher-focused expertise firm, at the moment introduced its participation in a proof of idea (POC) targeted on testing programmatic seller-defined audiences in the bidstream with community companions. In preparation for the lack of third-party cookies, Sovrn is partnering with Prebid’s Taxonomy Taskforce and IAB Tech Lab’s Addressability Working Group to assist utilizing IAB Tech Lab’s Seller Defined Audiences specification (SDA). The SDA proposal means that programmatic viewers shopping for will be safely scaled and monetized by leveraging nameless, standardized  taxonomy IDs in place of cookies and cell IDs, and that patrons can meaningfully differentiate these audiences inside bid requests by referencing current information labeling and transparency requirements. The first section of this initiative has targeted on standardizing how publishers cross first-party information to exchanges, standardizing how writer first-party information is handed from SSP to DSP, and assembling an trade POC to check the end-to-end answer. “With this effort, the writer features management and selection across the information, stated John Rosendahl, Principal Product Manager for Sovrn Identity Solutions. “They additionally get a democratized strategy to first-party information in the bidstream whereas addressing transparency and accountability.””This specification establishes an efficient, scaleable, and privacy-forward strategy to assist publishers monetize and freely compete with one another based mostly on the underlying high quality of their audiences with out having to fear about information leakage or needing to arduously arrange a whole lot of Deal ID-based personal marketplaces,” stated Benjamin Dick, Sr Director of Product – Privacy, Identity, Data at IAB Tech Lab. “As adoption of the SDA grows, we’ll proceed to monitor how market and purchaser habits adapts through datalabel.org integration, and decide whether or not extra options are obligatory.””Sovrn and CafeMedia each share a dedication to assist publishers monetize first-party information as boundaries to using purchaser information grow to be extra ubiquitous,” stated Patrick McCann, SVP Research at CafeMedia. “We’re excited to be part of this initiative. We anticipate the brand new SDA commonplace to dramatically decrease the friction and set-up time to transact.”The subsequent section of this initiative might be targeted on finalizing the mixing of the platforms and testing segments being recognized by patrons and publishers in the bidstream. For extra data on this initiative, Sovrn might be presenting on the 2021 AdMonsters Vail Publisher Forum on Aug. 23, 2021.

About SovrnSovrn gives services to 1000’s of on-line publishers to assist them perceive, function and develop their enterprise. Sovrn is headquartered in Boulder, Colorado, with places of work in San Francisco, New York, San Diego and London. With 1000’s of consumers deploying promoting, online marketing, and information merchandise throughout 40,000 web sites, Sovrn reaches over 300 million energetic shoppers throughout greater than 11 billion pageviews every single day. Sovrn has been a pacesetter in on-line writer expertise since its founding and has been acknowledged by IAB, JICWEBS, and TAG for its function in combating fraud and selling pro-transparency initiatives. Sovrn is devoted to serving to content material creators do extra of what they love, and fewer of what they do not.For extra data, please go to https://www.sovrn.com.Press contact: [email protected]

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