Leveraging Contextual Data for Performance Advertising: Preparing for a Privacy-first World

Advertisers and publishers alike have had to navigate the changes brought on by Apple’s ATT. These changes have brought about an environment where there is no consistency or certainty in the type of data that can be used for programmatic ad targeting. So what’s the best we can expect for ad performance in the post-IDFA world? This presentation will focus on sharing the learnings and results from our experiments comparing the relative performance of machine learning models trained on 1) only standard RTB/MMP data, 2) only contextual first-party data, 3) only LAT traffic, and 4) all possible data sources.