Xandr and IAB Europe Release Guide on Curated Marketplaces

Constructing environment friendly programmatic provide options with curated marketplaces

LONDON – Xandr, AT&T’s superior promoting firm, in partnership with the IAB Europe, at present launched an trade report referred to as ‘Demystifying the curated marketplaces: a information for consumers to drive environment friendly provide methods’ and the outcomes of a region-wide trade survey on curated marketplaces in Europe. Within the report Xandr’s crew of specialists explored the first alternatives and challenges of curated marketplaces, in addition to their future inside the id and Related TV panorama.

The report provides an in-depth take a look at the curated marketplaces and the way consumers can leverage them to unravel advanced challenges within the present programmatic panorama. In reality, 32% of respondents acknowledged their main goal is to distinguish from the competitors and 30% acknowledged that they need to enhance transparency within the ecosystem. With the continued evolution of the id panorama, together with from the key browser homeowners, and within the run as much as the deprecation of third-party cookies, the survey additionally explores how media consumers plan to make use of various id options. 60% of respondents intend to leverage first-party knowledge, and curated marketplaces enable media consumers to bundle change stock from a number of sellers into PMPs for merchants to entry writer first-party knowledge at scale.

“Curated marketplaces characterize a major leap ahead for programmatic promoting as a result of it permits consumers to take management of the SSP for the primary time, and actively handle their very own bespoke marketplaces” stated James Chicken, Product Supervisor, Xandr. “Our analysis with the IAB allows the buy-side to get a greater understanding of the alternatives that may be created with curated marketplaces, comparable to solely new enterprise fashions for corporations in addition to new provide paths and operations for media consumers. With 52% of respondents from our survey saying that ensuring manufacturers seem in trusted and premium environments is a must have for his or her provide technique, it’s clear curation is the best way ahead.”

“The analysis we’ve carried out with Xandr provides each insights into the challenges advertisers face but additionally the alternatives they will take with curated marketplaces. It’s clear that curated marketplaces have appeared because the car to proceed programmatic evolution whereas addressing complexity stated Helen Mussard, Chief Advertising Officer, IAB Europe.

The trade report is on the market at present to all Xandr purchasers and IAB Europe members.

ABOUT XANDR
A enterprise unit inside AT&T, Xandr powers a world market for premium promoting. Our data-enabled expertise platform, encompassing Xandr Make investments and Xandr Monetize, optimizes return on funding for each consumers and sellers. For greater than 143 years, AT&T has used knowledge and expertise to tell and enhance the patron expertise.

ABOUT IAB EUROPE

IAB Europe is the European-level affiliation for the digital advertising and promoting ecosystem. By means of its membership of Nationwide IABs and media, expertise and advertising corporations, its mission is to guide political illustration and promote trade collaboration to ship frameworks, requirements and trade programmes that allow enterprise to thrive within the European market. For additional data please go to https://www.iabeurope.eu/