How supply-side platforms help publishers understand the value of their data?
JN: Publishers must be able to gain insight from their data if it is to be of value, and this currently focuses around transparency – what data is being passed to whom. For example, the data firewall in Improve Digital’s platform enables pixels to be identified and tracks the source allowing a publisher to see who is passing on data without permission. It will also automatically alert a publisher when demand partners go beyond normal targeting. Knowing that will allow publishers to gain back control over who is allowed to pass data and against which price. The market will in the end define the value of data of each publisher. Should SSPs help a publisher broker data? JN: Brokering data is a specialist task, so most publishers won’t have the resource and technology to efficiently undertake it. SSP’s enable publishers to efficiently broker the value of their data with the publisher maintaining complete control. Should SSPs help a publisher to augment its reach? Let them become the media
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