It can help brands improve their “customer capital”.
This article states that publishers and marketers are concerned about the future direction of advertising technology. To sustain revenues while moving away from third-party cookies, publishers are structuring strategies to develop and activate their own audiences.
By doing this, their ability to provide “programmatic guarantees” via deal IDs improves. Brands opting for addressable campaigns will be able to enhance lift, measure business outcomes and make decisions based on factors driving conversions.
The author notes that addressability’s value lies in helping brands improve their understanding of the customer. Further, brands and publishers must adopt a collaborative approach while investing in creating standards for the open web.
[4 minute read]