The partnership with Epsilon creates an optimized supply path to advertisers, with very few hops between the sell side and the demand side, Kaufmann said.Įpsilon’s Core ID interfaces with Prebid’s SharedID solution, which assigns a unique user ID to an individual audience member. Pubfinity identifies the best placements for display and video ads in a publisher’s games, and it sells these placements through Epsilon’s Core Private Exchange. And that’s as true for AAA game titles as it is for games geared toward casual audiences, like desktop solitaire.Įpsilon recognized the desktop gaming SSP offered quality audiences and environments for advertisers, said Briian Wilson, Epsilon’s VP of media acquisitions. “Epsilon saw this was unique inventory that no one else was representing,” Kaufmann said.Īfter all, gaming audiences tend to be highly engaged and spend hours every week playing their favorites. Two years later, Pubfinity is hitching itself to Epsilon’s cookieless identity solution, Core ID. “When we started to go directly to DSPs to buy our inventory, they had no idea who Pubfinity was, and we had a lot of doors close in our face,” Kaufmann said. But spinning up an SSP for desktop games was an uphill battle.
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