‘There’s a lot of blind buying’: Schibsted makes its first-party IDs widely available in the open market

To be clear, this ecosystem already exists for most of the publisher’s inventory — the part sold via direct deals with advertisers. This latest move just extends it to the programmatic part too. 
January 09, 2023

'There's a lot of blind buying': Schibsted makes its first-party IDs widely available in the open market

Nordic publisher Schibsted grew tired of waiting for advertisers to place their bets on an alternative to third-party cookies, so it made the choice for them -- its own first-party IDs.

Additional coverage:

  • Despite the financial confines of the upfront's year-long commitments, TV ad buyers and sellers continue to seek economic comfort in the upfront model's revenue guarantees and pricing assurance, as broken down in this video.
  • Vice Media Group is hoping to convince advertisers that its Twitch content is worth buying.
  • Although the major holding companies sent delegations to CES, sessions at the C Space focused more on how to optimize and improve on what’s here and now. More in this Media Buying Briefing.
  • Staff increases were down for publishers last year, with the economy as a likely driving factor, a Digiday+ Research survey found in a recent survey.
  • Tito's Handmade Vodka is working with Martha Stewart to showcase the ways its vodka can be useful for things other than drinking, including Dry January.
  • At CES this year, beauty devices were once again joining smart TVs, laptops and home robots on the convention floor.
  • CES 2023 was back in full swing as companies showcase their upcoming consumer technologies -- from flying cars to haptic suits -- and marketing's C Space tackled issues around clean rooms and attention metrics.
Other things to know about

Top Stories
To be clear, this ecosystem already exists for most of the publisher’s inventory — the part sold via direct deals with advertisers. This latest move just extends it to the programmatic part too. 

howdy!
Despite the financial confines of the upfront’s year-long commitments, TV ad buyers and sellers continue to seek economic comfort in the upfront model’s revenue guarantees and pricing assurance.

Join this webinar on January 24 at 1 p.m. EST to learn how marketers can evolve their testing strategies from traditional A/B to multivariate testing to identify high-performing videos quickly.

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howdy!
Vice Media Group is hoping to convince advertisers that it’s Twitch content is worth buying.

Advertisers are rewriting the endorsement playbook for sports, with more brands working with women’s sports and inking NIL deals.

howdy!
Although the major holding companies sent delegations to CES, sessions at the C Space focused more on how to optimize and improve on what’s here and now.

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By working with creators that are genuinely passionate about a brand, marketers and influencers collaborate on more effective content.

howdy!
Staff increases were down for publishers last year, with the economy as a likely driving factor.

howdy!
Tito’s Handmade Vodka is working with Martha Stewart to showcase the ways its vodka can be useful for things other than drinking to help millennials and Gen Z observe Dry January.

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