By Ben Kneen, Senior Director, Product Management, Xandr
The identity world is fragmented. The death of the third-party cookie is well advertised, however there are other characteristics in play complicating the identity landscape. The growth in video invest across multiple formats, service providers and gadgets is also a huge difficulty.
Sellers and purchasers must change to the severe functional realities and obstacles while dealing with multiple services concurrently.

Theres hope for both purchasers and sellers with the offer ID emerging as an unanticipated hero, capable of unifying ad tech across new identities and formats.
Buyers should invest more in seller deal sourcing and curated marketplace innovation to manage supply paths
Buyers have two tactical strategies they can pursue:
They can actively source offers from private sellers that either have relevant context or first-party identity properties for a clear, available audience. These types of seller deals can provide buyers a competitive benefit on top priority, inventory and cost access otherwise unavailable on the open exchange.
They can use curation innovation to handle brand-new deals efficiently, making it simpler for trading teams to purchase against a bespoke marketplace with aggregated services. Curation innovation can integrate lots of seller deal IDs into a single deal for traders for simpler targeting, scalability and updating across many campaigns and DSPs.
Curation innovation will also streamline how companies work throughout multiple identity innovations, whether using device IDs, cookie IDs, first-party seller data, industry identifiers, semantic data or something else totally. Companies can centralize combination requirements on a single platform and activate anywhere through the familiar and fully grown offer workflows that are already supported by its teams and technology partners.
Sellers should invest in advanced offer technology and aggressively product
Its time for sellers to double down on their deals service. They should see their properties and retailing strategy through a new lens, as theyre no longer taking on cookie-based retargeting methods that endlessly scale on cheap inventory.
Buyers have been consolidating their qualified sellers lists for several years. Identity challenges and video opportunities merely speed up a current trend.
A future-proof platform needs to consist of first-party information, integrated need and assistance for identity technologies and video-centric targeting abilities.
Competitive advantage will come from optionality and operability, not picking winners
A great deal of smart people are attempting to develop innovative solutions around the identity challenges in the market right now. Sellers and buyers must consider how they execute projects with those technologies in the real world.
While possible services might take the form of brand-new platform combinations and supplier relationships, deals can play a crucial function in how deals in fact work. The market has bought offer technology for years. Deals are common in purchaser platforms, and trading groups on both sides of the market are experienced on the technology.
Offers play an essential function with the development in video and more selective supply course management solutions. Its only natural to include them in the activation layer for identity also.
By leaning into this business path, purchasers and sellers can use deals to execute new technologies faster– giving them a competitive advantage over those who wait on more native support
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They can actively source deals from individual sellers that either have relevant context or first-party identity assets for a clear, accessible audience. These types of seller deals can provide buyers a competitive benefit on concern, cost and inventory access otherwise unavailable on the open exchange. While potential services might take the kind of new platform integrations and vendor relationships, deals can play a crucial function in how transactions actually work. The market has invested in offer innovation for years. Offers are common in buyer platforms, and trading teams on both sides of the market are experienced on the technology.

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