Omnichannel SSP OpenX is launching a Cookieless Deal Library that will allow advertisers to test and activate campaigns across a wide range of alternatives to third-party cookies. For activation it will be agnostic as to DSP choice.
Advertisers will not only be able to test these multiple solutions but also test them against each other and develop new success benchmarks. This comes, of course, against the background of Google actually starting to allow Chrome users to disable cookies.
Why we care. The dirt finally hits the road. We have been covering possible alternatives to third-party cookies literally for years as Google continually moved back the deprecation date. Deprecation is now happening and the promise of a solution like OpenX’s Deal Library is that marketers will finally begin to learn about the comparative performance of the alternatives.
How will Google Topics perform when the range of topics is so limited and inevitably broad? Will alternative identifiers take first prize? How about relying on publisher first-party data Or will everyone retreat to contextual advertising (which worked well enough for soap powder)?
The deals on the table. Right now, OpenX has said it will make the following cookieless alternatives available in the Library:
- Alternative Identifiers Deals (Digiseg, ID5, and LiveRamp’s RampID).
- Attention Deals (high quality, highly engaged ad inventory: Adelaide, Oracle Moat and TVision).
- Contextual Deals (4D, Audigent’s Contextual PMPs, Captify, Cross Pixel, Oracle Contextual Intelligence, Silverpush, and SQREEM Technologies).
- ID-Free Audience Deals (AI-powered analysis of digital journey patterns: Dstillery ID-free).
- CTV Deals (Samba TV).
- Privacy Sandbox Topics Deals (Chrome).
- Publisher First-Party Data Deals (Audigent’s Smart PMPs).
The post OpenX Deal Library will compare alternatives to cookies appeared first on MarTech.
The digital advertising industry is currently undergoing a significant shift as third-party cookies are being phased out. This change has left advertisers scrambling to find alternative solutions to target and track their audiences effectively. One such solution that has emerged is the OpenX Deal Library, a tool designed to help advertisers compare and evaluate different cookie alternatives.
The OpenX Deal Library is a comprehensive database that contains information on various cookieless targeting options available in the market. It includes details on the technology behind each alternative, its targeting capabilities, and how it can be integrated into an advertiser’s existing ad tech stack. The library also provides insights into the performance of each alternative, allowing advertisers to make informed decisions about which solution is best suited for their needs.
One of the key features of the OpenX Deal Library is its ability to compare different cookie alternatives side-by-side. Advertisers can use the library to evaluate the pros and cons of each solution, including factors such as cost, scalability, and data privacy compliance. This comparison tool can help advertisers identify the most effective and efficient targeting options for their campaigns.
The OpenX Deal Library also offers a range of resources to help advertisers navigate the transition away from third-party cookies. These resources include case studies, best practices, and expert insights on how to implement cookieless targeting strategies. The library also provides access to a network of industry professionals who can offer guidance and support throughout the process.
In conclusion, the OpenX Deal Library is a valuable tool for advertisers looking to compare and evaluate different cookie alternatives. With its comprehensive database and comparison features, the library can help advertisers make informed decisions about which solutions are best suited for their needs. As the industry continues to move away from third-party cookies, tools like the OpenX Deal Library will become increasingly important for advertisers looking to stay ahead of the curve.
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