Nordic publisher Schibsted grew tired of waiting for advertisers to place their bets on an alternative to third-party cookies, so it made the choice for them.
That choice was, perhaps unsurprisingly, its own first-party IDs. These are encrypted identifiers that the publisher uses to share data on those logged users with advertisers that might want to reach them via programmatic auctions.
For this plan to work at scale, Schibsted needed ad tech vendors — businesses that have access to programmatic ad dollars more readily than publishers ever will. It did just that last month when it plugged those IDs into Adform and subsequently made them available to any advertiser looking to bid on its inventory via the ad tech vendor. Learn more via Digiday.