” That is one of the benefits of being a public business,” Chappaz stated. Theres also the elephant in the space, which is cookieless. It seems like individuals think cookieless can wait, because theres been a little postponement of the due date, however, the truth is, depreciation is currently here in reality. Fifty-one percent of audiences are currently cookieless, so if companies and brands dont address this audience now, theyre blind to more than half of their consumers.
I d state its most likely due to the truth that cookieless stock is less overwhelmed by ads now, because a large part of the market isnt good at buying it.
AdExchanger: Why did Teads choose to halt its IPO and what could potentially make up a better set of market conditions for an advertisement tech business to go public than we have today? Wall Street is bullish on ad tech for the very first time in a long time.
PIERRE CHAPPAZ: Unfortunately, we introduced our procedure throughout one of the busiest IPO calendars in current memory. Were positive provided our differentiation in the ad tech ecosystem and our success that we can draw in interest and demand from investors, but they were overwhelmed throughout the week we were prepared to IPO– there were 27 other IPOs arranged that same week, which is unbelievable, but it likewise suggests we didnt get the level of attention and focus we had actually hoped for.
Despite that, I think we raised the profile of Teads. We continue to work to increase that awareness. Our intent is to potentially come back and pursue our IPO in the second half of next year.
Whats the long-lasting growth vision?
Were concentrated on the premium end of the market– big brand names, publishers and firms– with an end-to-end platform that serves the buy side and the sell side. That gives us a competitive benefit in this extremely intricate community thats so filled with inefficiencies, since you have a myriad of business attempting to link with each other to provide services to purchasers and publishers.
However isnt there a fundamental conflict of interest in serving both the buy side and the sell side?
There utilized to be a traditional belief in the ad tech community that a single platform can not serve buyers and sellers at the exact same time, however were proving them incorrect. Were dealing with the top spenders on the planet and we have joint business partnerships with numerous of them that cover cookieless data, contextual targeting, innovative optimization and spending dedications.
We have collaborations of this type with Apple, Samsung, McDonalds, Mastercard, Nissan and others, and the very same is true on the publisher side. We have exclusivity for video advertisements inserted into short articles with more than 80% of our publishers, including ESPN, The Washington Post, BBC, Vice and Der Spiegel in Germany.
We help remove a great deal of the performance in this dispersed value chain for publishers, but also for buyers, due to the fact that we assist them reach their expense expectations and KPIs on premium publishers within the ideal context.
What are the main ineffectiveness you see in the supply chain today?
The biggest one– and I d argue this is a significant weak point of the advertisement tech ecosystem, is what occurs when a DSP connects with an SSP. They need to synchronize their user IDs, which are normally cookies, and while doing so, they lose a big part of the audience. Because were end to end, we do not have that problem.
Theres also the elephant in the space, which is cookieless. It appears like people believe cookieless can wait, due to the fact that theres been a little post ponement of the deadline, however, the fact is, depreciation is currently here in reality. Fifty-one percent of audiences are already cookieless, so if companies and brand names do not address this audience now, theyre blind to more than half of their customers.
Almost every advertisement tech company states theyre already cookieless, however a concern I d inquire is: What percentage of your income is produced by cookieless stock?
Um, I should most likely ask, then: What portion of your profits is produced by cookieless inventory?
What cookieless technology does Teads have on deal?
Were constructing on our contextual targeting solution to profile cookieless users in real time. When a cookieless user arrive at a specific page with a certain article, we can utilize maker learning to forecast the profile of this cookieless user– age, gender, areas of interest, etcetera– based on the part of our audience that does have cookies and other IDs.
Weve discovered that a cookieless audience can provide outcomes that are not just equivalent to cookie-based targeting, but also a little higher.
Why are the results better?
I d say its probably due to the truth that cookieless inventory is less overwhelmed by ads now, since a big part of the market isnt excellent at buying it yet. That means theres less ad load. They see the exact same phenomenon when we do criteria with Nielsen for audience targeting.
Even if the portion of cookies decreases much even more, which is likely, well continue to be able to profile cookieless users. Even on Safari, about 10% of users actually still have cookies.
This interview has actually been modified and condensed.
Teads may not have its stock ticker yet– the company chose to hold off a prepared IPO this summer– but there are lots of other items on the instant program, says Pierre Chappaz, the businesss creator and executive chairman.
The programmatic video platform, which is best known for stemming the outstream ad system, has its eye on conquering cookieless by striking information collaborations, like the current one with Acxiom in September to make the latters information readily available through the Teads Ad Manager. And its evaluating prospective M&A with the support of its parent company, French telco Altice.
But Teads is likewise lucrative today and growing naturally, Chappaz said. During the 12 months ending in June, Teads saw its revenue boost 36% to $645 million.
Naturally, if Teads was openly traded and its stock cost popped, it d have a lot more cash to do those deals. Simply ask Magnite.
” That is one of the advantages of being a public business,” Chappaz said. “But we also have an existing investor in Altice with excellent M&A experience thats been supportive of our aspirations. Theyre with us for the long term.”
Chappaz spoke to AdExchanger.