Addressability is a hot topic in the advertising industry due to signal loss resulting from phaseout of third-party cookies. In Feb 2022, IAB Tech Lab releases “Seller Defined Audiences (SDA)“, aims to democratize cohort development for the open ecosystem. This is the first addressability specification from IAB Tech Lab.

In his blog, Ben Dick, Senior Director of Product – Consumer Privacy, identity and Data of IAB Tech Lab, states:

“IT’S NOT JUST ABOUT AUDIENCES

While much of the attention of the spec is focused on privacy-centric audience signaling, SDA also supports contextual signaling (by simply conveying Content taxonomy IDs instead of Audience Taxonomy IDs), and/or content signaling (should publishers work with a proprietary content labeling service vs a standardized taxonomy). The key difference is that context and content labels have yet to be standardized for the industry – as we have with audience metadata via the Data Transparency Standard – but that’s something Tech Lab is exploring.”

Though contextual signaling and/or content signaling are yet to be standardized, it doesn’t stop innovative souls from using context and content creatively. Actually, long before the signal loss became a concern, AdRelevantis, the pioneer in content driven ad delivery, developed their Content-Driven Advertising technology platform. The platform takes content as first party data and has been integrated with Prebid.js and Google Ad Manager. It is ready for publishers who want to display content-relevant native product ads. Drop us a line at info@adrelevantis.com if interested.

Would like to see how Content-Driven Advertising solution works ? Please go to Content-Driven Native Ads with Google Ad Manager – Part 2.