ScientiaMobile

Your bid requests say "iPhone." WURFL's device intelligence tells you which iPhone model. Let's talk device intelligence for programmatic at #DMEXCO – Find us at Booth 6.1 E34. #programmaticadvertising #programmatic

New article by our CTO in the series How Programmatic Actually Works is now available: "The Privacy Performance." It provides an overview of GDPR and the broader privacy landscape in programmatic advertising on both sides of the Atlantic. Why were privacy regulations introduced? How did the industry respond? Where do consent mechanisms stand today? The article also includes a detailed, field-by-field breakdown of a real consent string. A useful read for anyone working in programmatic advertising. https://lnkd.in/gawfPv5N

This article picks up where deterministic audience activation left off a few days ago. "Sliding door" moment (for those who remember the movie). Same bid request, same fictional shopper — except this time there's no login, no CRM match, nothing but a browsing trail. That's the other half of audience activation: probabilistic modeling, where an anonymous pattern of behavior stands in for an identity nobody has. Our CTO walks through the machine learning underneath it (no math required), then looks at two real products built on opposite ends of the same idea: Permutive, modeling from the publisher's side, and Dstillery, scoring individual bid requests with no concept of "user" at all. By the industry's own numbers, this (and not the identified user) is most of the open web. Keep Reading: https://lnkd.in/gtajTghY

AKA Everything You Always Wanted to Know About Programmatic* (*But Were Afraid to Ask)

How does a high-value CRM segment make it from an enterprise database into a DSP bid decision? Our latest article walks step-by-step through the deterministic audience activation stack. We follow a detailed fictional example showing how first-party data is resolved inside a Data Clean Room (DCR) and recognized at auction, without personal data ever being exchanged in the clear. Article 6: The Signal Landscape — Deterministic Audience Activation https://lnkd.in/gZq2QGbp

Article 5 of our #adtech series is live. What the ad tech ecosystem actually knows about each one of us, and how it knows it. Exit third-party cookies. Enter ID providers and identity graphs. Read more: https://lnkd.in/gUDekAPZ #signals #Programmatic #intro #prebid

Trying to make sense of programmatic advertising? Our latest article breaks down the incentives driving DSPs, agencies, and advertisers—the players controlling the budgets on the demand side. https://lnkd.in/grf7Sss6 #adtech #Programmatic #HeaderBidding #intro #prebid

Programmatic advertising demystified. Who are the players on the supply side? What do they actually want? Our CTO, Luca Passani, breaks it down in plain English. https://lnkd.in/gDK65pSW #adtech #Programmatic #HeaderBidding #intro

Programmatic advertising demystified. Who are the players on the supply side? What do they actually want? Our CTO, Luca Passani, breaks it down in plain English. https://lnkd.in/gDK65pSW #adtech #Programmatic #HeaderBidding #intro

Programmatic advertising processes hundreds of billions of dollars a year through real-time auctions that complete in under a second. Luca Passani's latest article breaks open the Prebid auction from start to finish: what's in a bid request, how SSPs enrich it, how DSPs decide, and where the elegant machinery meets messy reality. Continue reading for a step-by-step breakdown of what happens inside a Prebid auction — of everything that is happening behind the scenes of a one-second auction. Read more: https://lnkd.in/gEEssfcU