The writing is on the wall. Big tech is clamping down on 3rd party data. New user privacy measures will make it increasingly difficult to sell targeted ad campaigns using 3rd party data.
That’s bad news.
The good news is that your 1st party data, combined with Machine Learning, can fill the gap and open up new premium ad inventory for the best global brands.
The better news is that Cortex will enable your ad tech and ad sales teams to directly create that inventory using all of your 1st party data.
Create New Premium Inventory Across Your Sites
Each of your BUs offers unique content and experiences. This means each of your BUs can offer unique advertising inventory which can be made available across your entire portfolio of sites. Define a seed set on one site, but build out your segment on a sister site.
Examples : Premium Ad Segments Built Using Cortex
| Travelers | Foodies | Movers |
| Sports Lovers | Car Buyers | Home Buyers |
| Financial Service Professionals | Starting School | High Net Worth Individuals |
“In terms of ROI … [these] are customer requested ad segments and so they do have a high value. It was very easy to justify Vidora as our platform because we were able to create a premium product for less cost.”