As TV consumption continues to splinter across the media landscape, programmatically reaching specific audiences in a screen-agnostic or omniscreen way has become increasingly complex. Coupled with the depreciation of legacy identifiers, like cookies and mobile device IDs, the sinking match rates put programmatic media buyers at risk of wasting budget by bidding on ads for consumers outside of their target audience.
Put another way, audience segments piped into a media buyer’s demand-side platform (DSP) still leave match rates to a shot in the dark. Thankfully, there is a solution: Pre-filtered private marketplaces (PMP).
PMPs are invitation-only, real-time bidding marketplaces where media vendors make their ad inventory and audiences available to select buyers.
Video consumption fragmentation and decreased usage of cookies are making high-quality identity and contextual data critical for advertisers to effectively reach the right consumers across multiple screens. The challenge is now for advertisers to seek and find differentiating data and supply to reach their users programmatically – with speed and predictability at the forefront.
As more inventory moves from direct to programmatic channels, advertisers are opting to buy on PMPs, seeking projectable and controllable ways to target audiences on premium inventory. Additionally, there should be filters in place to ensure qualified audiences are available on appropriate inventory when running open exchange buying strategies. This may be a part of typical targeting features, such as inclusion lists to target specific domains, or tapping into third-party verification integrations in the DSP. However, there is still the required matching process of the DSP, data, and ad inventory, causing less regularity and reduced speed to market.
In the case of Samba TV, our automatic content recognition (ACR) technology and fully opted-in, privacy-centric data empowers a more scientific approach to advertising whereby marketers activate audiences based on the content they consume and ads to which they are exposed. A Pre-filtered PMP will guarantee that ad inventory has been 100% pre-matched with a desired Samba TV audience segment.
Pre-filtered PMPs are pretty new to the market, so here are some tips to get started with confidence.
By pairing our major supply-side platform (SSP) integrations, resolution solutions, and proprietary identifier, SambaID, Pre-filtered PMPs are available to achieve accurate audience activation in any identity landscape and across any screen. The Samba TV platform matches our comprehensive audience data with first-party identifiers specific to that publisher rather than relying on the matching process between the DSP and inventory source. This provides far more stability and efficiency for advertisers to get campaigns live and offers significant value to advertisers amidst the identity upheaval in the industry.
With the advantages of Samba TV’s data-layered, curated campaigns across a multi-seller inventory, advertisers are able to combine powerful first-party assets in a premium environment to reach qualified inventory and audiences at scale. And, as a causal benefit, the supply side can better shape supply for their teams by creating custom marketplaces with inventory from multiple sellers.
Our pre-filtered, omniscreen PMPs allow advertisers to run campaigns against any of our data-layered inventory, with 100% match rate and the scale needed to reach their intended audience.
Omniscreen targeting, which is integral to this strategy, has been a priority for Samba TV as we seek to help advertisers unlock incremental value from programmatic buying and the supply chain.
Samba TV’s ability to pre-qualify audiences on inventory at scale will give advertisers the audiences they crave while cultivating the internal trust needed to test, innovate, and thrive. The industry has experienced a lot of change in the last 12 months, and Samba TV has developed capabilities to prevent more concessions from being made for today or the future.
This post has been updated as of May 11, 2022.
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