No collaboration, no future.
With increasingly scarce 3rd party signals, brands and media companies must not only prioritize #1stPartyData capture, they also must invest in ways to maximize its utility while simultaneously safeguarding its privacy.
So, how does an advertiser thread the needle here? Enter the #DataCollaborationPlatform (DCP).
DCPs are rightfully being heralded as a key solution to this problem.
But like anything in adtech, there’s a good deal of noise and confusion around what this means to different parties. And no matter what companies might say, there’s no single "easy-button" that solves everything for everyone.
When it comes to data collaboration within the advertising ecosystem, there’s a wide spectrum of approaches ranging from providing building block privacy-enhancing-technologies (clean room infrastructure) to purpose-built applications (clean room products) that provide data protections for a specific use case.
Not surprisingly, many of the world’s leading cloud providers have invested in providing customers the necessary base level infrastructure (compute, storage, PETs) while leaving much of the “product development” to media companies and traditional data services vendors / onboarders.
An overlooked opportunity for CTV has been the sweet spot in the middle: the platform. That is where Blockgraph came in.
Since we formed in 2020, we recognized the need for a comprehensive set of foundational identity and technology that served as the connective tissue between infrastructure and ad products, while also offering the robust ecosystem and integrations where tools and services could come together seamlessly.
All of this to make connected TV advertising more precise, more measurable, and ultimately more performant.
So what does that mean?
It means building off a high fidelity, consistently available household identity foundation.
It means implementing privacy protections at the identifier level and throughout the entire collaboration lifecycle.
It means automation, speed, and efficiency of all operations.
It means facilitating permissioned, direct, connections between collaborators for a wide array of use cases.
It means recognizing that, when it comes to applying data across the dynamic CTV advertising ecosystem, there is no ‘one size fits all’ solution.
But most of all, it means giving the amazing innovators in our industry the service, technology and forums to give them the confidence they need to take the industry to its next level – one driven by data, one with a steadfast commitment to privacy and security, and one where all boats rise when companies work together.
More on that next week.
