How Addressability Is Key To Profitability – Identity 2023

  • Posted by Valbona Gjini
  • On Feb 06, 2023

Session two from our flagship event, Identity 2023, was ‘How Addressability Is Key To Profitability’ featuring Sean Buckley, Chief Revenue Officer at Magnite, Kunal Nagpal, Chief Business Officer at InMobi, Brian Gleason, Global Chief Revenue Officer at Criteo, moderated by Joanna Burton, Chief Strategy Officer at ID5.

As more and more inventory becomes unaddressable on the Open Web, due to restrictions on traditional identifiers, the value of media owners’ inventory decreases. At the same time, brands who want to effectively reach their audiences are more inclined to invest their budgets within the Walled Gardens. Alternative identity solutions can turn the tide by making publishers’ inventory addressable and advertising on the Open Web more effective for brands. This panel focussed on how increasing addressability can increase profitability for both the supply and demand sides.

If you missed ‘How Addressability Is Key To Profitability’ or want to revisit it, you can click below to access it on-demand now. What can you expect from the discussion? Highlights and key topics include:

  • The addressability conversation is still largely centred around targeting – but none of that matters if we can’t measure and attribute. Panellists share how they are guiding their clients through these measurability changes.
  • There is complexity in establishing an understanding between different channels and different identifiers. Currently, it is as though we are working with a number of different currencies that cannot be exchanged.
  • The importance of personalisation for a marketer – how do we do that in the most appropriate way, with less signals and whilst still understanding consent.
  • What advice the panellists are giving to their clients, including a push to take action on retail media, as well as how this is impacting workload.

And if you’re looking for more from the event, stay tuned for the publication of all eight sessions in the coming weeks. As a recap, this year’s event produced eight thought-provoking sessions brought to you by leaders from across the industry as our event partners, such as Amobee, MediaMath, PubMatic, Sovrn, Unruly and Verve Group. Session topics include balancing data protection and data-driven advertising, the link between addressability and profitability, the importance of interoperability, a changing privacy landscape, the evolving role of the SSP, how publishers can fill the identity gap, the mobile environment and what the future holds for identity.