Collaboration is key to evolving programmatic advertising

The programmatic industry has revolutionised digital advertising. Since its inception over a decade ago, 它重新定义了数字化的可能性，并为广告商创造了巨大的机会——允许他们与合适的人交谈, in the right place at scale. 然而，随着它的快速发展，程序化也面临着相当多的挑战. Now, 随着供应链透明度的提高和行业导航的变化，建立了移动和网络标识符, the importance of collaboration has never been greater.

We spoke to our Display & 听取他们关于行业如何共同努力推动计划进展并应对当前挑战的想法.

Q1:您认为2021年程序化广告市场将面临的最大挑战是什么?
Digital advertising is in the midst of disruption transition. 我们正在迅速摆脱一个由浏览器和设备标识符组成的、普遍可用的生态系统, 迈向一个隐私优先的世界，通过身份验证实现同意和可寻址性. The real challenge for media owners, agencies, 在一个没有第三方cookie的世界里，品牌将优先考虑这种颠覆，并为此做好适当的准备. 至关重要的是，他们开始将注意力转移到身份验证的可寻址性上，以确保开放的网络仍然是品牌接触消费者的可行环境.
Luke Fenney, Index Exchange国际出版商销售副总裁
 

明年这个时候，随着第三方cookie的弃用，彩乐园dsn行业将迎来一个重大转变. Driven by the desire for consumer privacy and data protection, 这种变化将对广告行业造成巨大的破坏，广告商担心他们将失去瞄准正确受众的能力. 但也有乐观的理由——比如洁净室的使用, where data can be mapped in a privacy safe way. 这将允许营销人员在不滥用数据的情况下继续为消费者提供价值.
Chloe Gilman, Xandr北欧买方和市场总监
 

在宏观经济挑战和持续推动供应链透明度之外, the biggest issue I believe will focus on identity.
James Brown, Head of International at Magnite

Q2: Why is collaboration important in tackling these issues? And how can we come together in a productive and representative way?
通过单打独斗来解决身份问题的公司将在短期内获胜，但在长期内会遭受损失. There is no one-stop-shop for solving identity. Instead, 我们将看到针对问题不同部分的大量解决方案, such as targeting and measurement.

只有多种解决方案共同努力，才能使我们向前迈进. Solutions will need to be open at source, not commercially driven to support the interest of one company, and they will need to provide good governance. If they don’t, these solutions will not be adopted.
Chloe Gilman, Xandr北欧买方和市场总监

Nowhere is collaboration more visible than in the guise of Prebid.org. What was once an ‘Open Source Header Bidding Consortium’, has now morphed into the open source movement, 它在哪里解决集体问题并提供通用标准, increasingly focused on identity. Ultimately, Prebid.Org提供了通用的标准，使广告商更容易在独立网站上投资，因此它是一个重要的贡献者，以确保独立网站适合和可持续的未来.
James Brown, Head of International at Magnite

Collaboration is key to finding solutions to the identity challenge. No single company can solve this in isolation. IAB技术实验室的Project Rearc是行业合作的一个很好的例子，它推动了跨可寻址广告和测量的“默认隐私”的新技术标准和指导方针. Similarly, 全球隐私工作组汇集了来自世界各地的140家公司，以GDPR和CCPA工作组所做的工作为基础. It’s important we have global representation. Whilst the overarching challenge is consistent, 解决方案的功能和技术规格可能因市场而异.
Luke Fenney, Index Exchange国际出版商销售副总裁

Q3: With a renewed sense of collective responsibility, and increased scrutiny across the whole supply chain, 你认为程序化行业的长期前景如何?

开放的互联网必须保持程序化行业的核心地位，以确保未来的成功. It is here that advertisers have greater control and transparency, allowing them to ‘stand out’ from the crowd, 调整他们的广告方式，以满足他们的具体要求. In turn, the open internet keeps publishers in good financial shape, 让他们专注于创造优质内容，让消费者满意，并向广告商提供参与的观众.
Chloe Gilman, Xandr北欧买方和市场总监

Do we have lots of challenges to address? Yes. Have we come an awfully long way in the last 10 years? Yes. 在过去的3年里，这个行业是否有了很大的发展? Yes. 要实现“所有广告买卖自动化”的承诺，我们还有很长的路要走吗? Yes. But, if you want to work at the forefront of innovation in our industry, 在一个不断变化的环境中，为未来奠定基础……你还想去哪里?
James Brown, Head of International at Magnite

效率现在比以往任何时候都更重要——规模和速度是关键. In programmatic, every millisecond counts! Therefore, 交易双方的参与者都需要确保，随着程序化业务的不断扩大，他们与推动效率创新、同时保持质量和隐私标准的公司合作.

这种对效率的关注将使程序化交易能够推动联网电视带来的新业态和新环境的增长, to digital audio and across the app ecosystem.
Luke Fenney, Index Exchange国际出版商销售副总裁

This piece was first published on ExchangeWire