Changes to privacy regulations, the disappearance of the third-party cookie, advances in multi-screen programmatic technology, and an increasingly fragmented digital advertising ecosystem mean that advertisers must constantly develop new strategies to connect with consumers.

Programmatic advertising continues to deliver greater efficiencies in digital media buying. However, as the online population and volume of content continue to grow, supply paths are becoming increasingly complex and difficult to control.

Media buyers are advancing their strategies with auction packages that bridge the gaps in current programmatic buying methods and add significant value. There is an emphasis on testing multiple audience addressability strategies, leveraging first-party customer data, identifiers, and contextual targeting across a balanced mix of screen types.

PubMatic’s latest Media Buyer’s Guide explains how media buyers can tap into valuable data assets to build a scalable, privacy-centric audience strategy and create packages of curated inventory to prepare for a successful, sustainable future. 

In this guide you will discover:

• What are auction packages?
• New audience addressability strategies to reach your desired audiences 
• The value of supply-side targeting
• How to set up the auction package and select the right targeting
• Best practices

Download the full guide here.