The IAB Tech Lab’s rebranding of “Seller Defined Audiences” to “Curated Audiences” has generated significant interest within the advertising community. This rebranding initiative is not merely a cosmetic change; it reflects deeper challenges and opportunities within the advertising ecosystem. As we delve into this topic, it is essential to understand the implications of such a shift and how it affects both buyers and sellers in the digital advertising landscape.

The Challenge of Uniqueness in Data

One of the primary concerns with the concept of Seller Defined Audiences was that it provided all buyers access to the same data. This lack of uniqueness means that buyers struggled to identify hidden pockets of ROI—essentially, the low-cost inventory that performs exceptionally well. When everyone has access to the same data, competition becomes fierce, and differentiation becomes nearly impossible.

Buy-side performance budgets thrive when they can leverage exclusive data. Buyers who have unique insights or proprietary data can better navigate the complexities of the advertising landscape and identify opportunities that others may overlook. 

The Game-Changing Potential of Unique Signals

For publishers, aligning specific buyers with unique signals can be a game-changer. By establishing offline contracts with select buyers and sending out masked signals to supply-side platforms (SSPs), publishers can create an environment where only those buyers who understand these signals can bid on specific inventory. This strategy allows for a more tailored approach to audience targeting and can significantly enhance competitive advantage.

However, executing this strategy is not without its challenges. It requires robust data management capabilities and operational efficiencies that only larger publishers may possess. The ability to tie data to standard taxonomies is crucial, but simply adopting a standard will not suffice if it does not address the unique needs of various stakeholders in the ecosystem.

Conclusion

The transition from Seller Defined Audiences to Curated Audiences represents more than just a rebranding exercise; it signifies a shift towards a more collaborative and dynamic approach to audience targeting in digital advertising. By leveraging unique data signals and fostering partnerships between buyers and sellers, we can unlock new opportunities for growth and innovation in this ever-evolving landscape.

Author
Gourav Chindlur
CEO, Tercept Inc.