ArcSpan’s new DMP, called AMS, was specifically built to organize a publisher’s first-party data into buyable contextual audiences and also highlights which audiences are likely to drive the most revenue.
A lot of ink has been spilled about the value of a publisher’s first-party data, but publishers can’t effectively monetize their data programmatically if they don’t have a standardized way to categorize it. On Monday, ArcSpan released Contextual APP, a data processing tool that enables publishers to structure their first-party contextual data into salable audience segments, including seller-defined audiences, using the IAB Tech Lab’s content and audience taxonomies.
