Future-Proofing Publisher Monetization Through Identity and Addressability

4 cogs around a big cog

Audigent’s Hadron ID is now Available to Amazon Publishing Services (APS) Clients

By Jake Abraham, Chief Commercial Officer at Audigent

As long as open web Publishers rely on ad revenue, the ad tech ecosystem is a critical part of their business equation. Publishers’ core challenge is supporting identity and addressability to future-proof monetization.

Permission to use identity is shifting from the point of aggregation to the point of impression. For precisely that reason, publishers have never played a more important role in the evolving advertising ecosystem. That is why having the right tech partners to support and maintain that value has become so critical. At Audigent we’ve focused on addressing this Publisher need.

The Amazon Publisher Services (APS) Connections Marketplace provides easy access to a set of vendor solutions to improve a Publisher’s ad stack and user experience. With Audigent joining Amazon’s Connections Marketplace ecosystem, Publishers have turnkey access to our Hadron ID Framework. Publishers can now activate Hadron ID’s monetization, addressability and DMP capabilities through their existing APS integration, without any additional development work.

Seeing Demand + Addressability Together

Publishers benefit when there is more demand for their inventory. That seems self-explanatory but without addressability, there are significant challenges.

Publishers don’t just need a new mechanism to replace the cookie, they need solutions that focus on advertiser demand and can package their audiences in ways that unlock that demand. Because if advertisers aren’t going to (or can’t) buy the newly packaged audiences, then what’s the point? By working with technologies that come with demand, such as Audigent’s Hadron ID, Publishers have access to both monetization and packaging. That is exactly why we are excited Hadron ID is now available within the APS Connections Marketplace, in addition to our existing availability to Publishers using Prebid.

Make Interaction Easier

One challenge that goes hand-in-hand with the sheer number of technologies required to support a successful Publisher ad stack is the difficulty of integrating each one. The rise of tech has not always made life easier for Publishers’ integration queues. Yes, there are technologies that can create substantial differences for Publisher revenue, however, in some cases, they do not offer streamlined onboarding or robust customer support. Amazon has taken this challenge head-on.

This gives thousands of Publishers access to new opportunities to increase revenue and maximize yield using audience-based, contextual and cognitive (predictive audience) data sets. Hadron ID is a fully interoperable ID framework that connects Publishers’ high-quality inventory to advertiser demand today, as well as in future environments where cookies are not available.

Publishers today have taken on new responsibilities in order to stay competitive. The right tech and tech partners are the table stakes. At a time where integrations and build outs are required, the APS approach accelerates the tech adoption process by making integrations available without development. It is a welcome turnkey option for Publisher clients.

The Future

Publishers and advertisers alike are gearing up for a new world of addressability where interoperability is the best path forward for all parties. Technology is critical but that technology has to integrate easily, monetize new opportunities and come with demand. It must also work across all browsers, including those, like Safari and Firefox, that already have limited cookie support. Industry efforts are already well underway to support Publishers, including Hadron ID’s availability in the APS Connections Marketplace.

This new option will support Publishers by delivering demand, monetization, addressability and DMP capabilities. And through the APS Connections Marketplace, integrating Hadron ID is as simple as flipping a switch. Big picture, the more Publishers can benefit from these tech solutions, the more mutual benefit will be passed through to advertisers and consumers supporting the broader ecosystem.