SSP x IDless Process Flow
The process flow of existing SSP integrations:
Anonymised sends active cohorts to the SSP audience marketplace using API
Anonymised tag surfaces the relevant segments in localStorage
Publisher utilises header bidding to pass cohorts into bid request
SSP parses bid requests to identify active PMP deals and appends them to the bid request
Deal curators can add Anonymised segments from the marketplace to the targeting criteria on deals
Active deals are sent to DSP for campaigns
During campaign flight, bid requests with deals including Anonymised segments are sent to the DSP for bidding
Requires the SSP to have:
Audience Marketplace with API or file upload access
Curation capability with first-party data other than cookies/alternative IDs [SDAs]
Real-time segment synchronisation - ability to parse the impression bus to identify segments in active deals and append the deals to the bid request
Ability to support both first party and third party curation [the latter where Anonymised is just a data provider]
Free clearing and remittance
Reporting for both first and third party data usage