And Verizon Media has tried to make it easy for consumers to activate utilizing that information by creating turnkey, non-public marketplaces for consumers. Throughout the DSP, consumers can use contextual segments that span AOL, Yahoo, Outlook and MSN stock.
Verizon Media DSP prospects can even purchase segments that have in mind customers’ habits throughout all these websites, from whether or not they examine monetary information to what sports activities groups they observe. Those self same consumers can even optimize based mostly on this habits throughout your complete Verizon Media universe (so long as there’s first-party consent).
When Verizon Media – then AOL – first inked a 10-year gross sales cope with Microsoft in 2015, it grabbed the direct gross sales facet of the enterprise, whereas AppNexus picked up the programmatic facet of the enterprise. In 2019, Verizon Media additionally picked up Microsoft’s native promoting enterprise.
A lot of the main focus in advert tech has been on consumers consolidating the SSPs they work with, or provide path optimization. However the identical development in reverse – demand path optimization – is simply now getting its due. A writer like Microsoft choosing a fundamental SSP is the signal of that development at play, Markman stated. “There has been a lot said about supply path optimization, but from the publisher’s side, demand path optimization is still fairly nascent. And there is a lot of opportunity.”