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As buyers spend the next few months figuring out how to accelerate testing alternative identifiers before third-party cookies deprecate, OpenX wants to make it a whole lot easier.
The supply-side platform’s Cookieless Deal Library, launching Thursday, is a self-serve tool that lets buyers access more than 1,000 different deal IDs (from dozens of data providers and alt ID solutions) that build toward different cookieless solutions. The aim is for buyers to easily benchmark effectiveness while third-party cookies are still in play.
“We have been heavily focused on supply-side targeting in the past,” said Matt Sattel, senior vice president of buyer development at OpenX. “This platform lets other data providers use our pipes to pass deals. We have had a lot of these integrations over the years through our work around data, supply-side targeting and identity.”
In the library, buyers can use keywords to search and access pre-built deals powered by alternative identifiers (like ID5 and LiveRamp), attention deals (powered by firms like Adelaide and Oracle Moat), contextual deals, (powered by firms like Audigent’s Contextual PMPs and Captify) Privacy Sandbox Topics deals, first-party data deals and others.
Without needing any minimum spend, agency trading teams can select and compare different solutions. That could be using Topics to target international users in the auto and cehicles category across desktop and mobile with a banner ad, or using Audigent’s contextual product to reach users looking at travel-focused content in the U.S. across web and applications with a video ad. Once selected, the OpenX team is notified and passes the deal ID directly to the demand-side platform. It will also add more providers.
Testing paralysis
The slow increase in testing has meant that publisher adoption of external IDs has grown by roughly 17% since the start of October, according to OpenX, while 80% of publishers send one or more external IDs (caveat: This is early data changing often).
Major holding companies and independent agencies requested direct access to cookieless targeting solutions, said OpenX, but most don’t know where to start.
And it’s easy to see why. The targeting options for cookieless inventory have sprawled into a jumbled mess. Prohaska Consulting counts nearly 100 global potential identity partners in its most recent list.
