Publishers Want To Test Seller-Defined Audiences, But Buyers Aren’t Interested While Third-Party Cookies Are Still In Play
The IAB Tech Lab’s seller-defined audience (SDA) spec is touted as a key contextual targeting alternative for the post-third-party-cookie digital ad ecosystem – one predicated on privacy-friendly addressability and publisher first-party data monetization. Some publishers are enthusiastic about testing SDA campaigns in the run-up to Google’s 2023 deadline for the phaseout of third-party cookies in Chrome. There is growing concern, however, about a marked lack of advertiser interest in doing the same.