Publishers have an identity problem. Index Exchange is seeking to solve it through a partnership with Target’s Roundel.
In June, Index Exchange announced its partnership with Roundel, in an approach to programmatic advertising that uses Target customer data sets to inform media buys. According to Andrew Casale, president and CEO of Index Exchange, the partnership “brings addressability through first party data like never before.”
“Traditionally, addressability and attribution all came down to the cookie. But the cookie is kind of going away,” says Casale, speaking with BeetTV during Advertising Week. “In the new world, first party reigns supreme and Roundel has rich data from their guests, which is enabling a new paradigm in addressability.”