How publishers are optimizing their tech stacks to enhance addressability

John Martin, senior director, publisher growth solutions, PubMatic

Audience addressability has gained renewed urgency as Google finally started deprecating third-party cookies in Chrome. Now, publishers must consider how signal loss will affect their businesses and ensure they are future-proofing their operations.

The role of publishers’ first-party data has continued to grow in a post-cookie landscape. Publishers that obtain and activate a deeper understanding of their audiences are better positioned for monetization. However, many publishers are limited in their ability to collect first-party data, which in itself is insufficient for closing the addressability gap created by ongoing identifier loss. 

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