TelevisaUnivision’s Post-Cookie Targeting Shows Promise for Seller-Defined Audiences

With Google PPS and SDA, the media company could fully monetize its whole audience

As the industry scrambles to find replacements for cookies, a lack of scale has been a recurring issue for buyers transacting on publishers’ first-party data.

Among a litany of third-party cookie alternatives, seller-defined audiences (SDA) promise publishers control of what signals they put into the bidstream. And unlike other solutions that rely on first-party data, SDA guarantees scale in that it’s designed to be transacted in the open exchange, whereas first-party data typically lends itself to individual direct deals between publishers and buyers.

What

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in