But we have also seen a great rise in programmatic revenue in recent years. And with third-party cookies being blocked in more and more browsers, a lot of actions are required.
We decided we needed to set a strategy for our first-party data. We truly believe that our first-party data is a crucial component in our future and will help us gain revenue in advertising and consumer business.
We are using a data platform called Brain Media, based in Gothenburg, just as we are. In this platform, we have built a lot of audiences based on our own data enriched with external data such as living form, family type, and so on.
Taking it farther
Our next step was ensuring we had ways to capitalise on the data. Although we had the platform for local direct advertising (mentioned above), the programmatic business needed different solutions. We set up a connection between our data platform and the SSPs we are using. That worked out quite nicely for us in cases when third-party cookies were approved. However, we knew that in many cases, they were blocked.
Our data platform came up with a solution: Instead of syncing IDs between the data platform and the SSP, we could send in data on the page that was encrypted and GDPR-secure. This solution, which we call ID-free deals, makes it possible to reach audiences in all browsers, regardless if they are blocking third-party cookies or not.
Since our strategy in programmatic is to make it easy for the buyers, we also wanted to make it easier for the buying side to know what audiences we have and what volume they can expect to find on our sites. The solution for this was the third step in the programme we call Stampen Deals: the user interface.
This time we spoke to another supplier, Adssets, which built the user interface for the local and direct sales product. Adssets jumped on the assignment with great energy and enthusiasm, and a few months later, we had an interface showing our largest and most popular audiences as well as how many ad impressions we had on each audience.
We also integrated contextual audiences since we believe that this is a valid way forward in programmatic advertising. After the buyer chooses the desired audiences, they fill in some contact information, including the DSP and seat for the buyer, and we can get back to them with an ID-free deal with the desired targeting based on our first-party data.