WTF Will Seller-Defined Audiences Do For Digital Advertising?

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Andrew Rosenman 10 Oct 2022

WTF series

The IAB Tech Lab’s Seller-Defined Audiences (SDAs) specification is one of many digital ad industry efforts to replace the third-party cookie with privacy-friendly alternatives.

The initiative, which allows publishers to organise their audience composition in a standardised manner, does seem to bring back a level of control over the publisher’s business…

But how exactly do SDAs work, and are they going to emerge as one of the answers to how advertisers and publishers can evolve from the cookie-based system that currently underpins online advertising?

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Andrew Rosenman

Andrew Rosenman is the Global Product Marketing Lead, CTV/Video for Equativ, where he directs the strategy and GTM activities of the Advanced Television team. His career has spanned top-ranked digital agencies culminating in the leadership of some of the first national addressable television campaigns. He has launched several advanced advertising platforms for clients – including Comcastʼs first broadband digital video ad insertion platform and cable VOD Dynamic Ad Insertion Platform, as well as the Rogers (Canada) VOD Dynamic Ad Insertion and cross-platform targeted campaign management system. He has also worked for several large content network groups negotiate advanced advertising terms with MVPDs and CTV platforms. He is a graduate of McGill University in Montreal, Canada and has studied human- computer interaction at the George Washington University School of Engineering and Applied Science. He has also been an instructor in the Marketing Department of the NYU School of Continuing and Professional Studies.