Samantha Jacobson, Chief Strategy Officer at The Trade Desk, discusses Google's Chrome privacy sandbox, Unified ID 2.0, Open Pass, and industry challenges. They explore the rise of UID 2.0, partnerships with Roku, and the future of Waldgarden's adoption. From traveling light to promoting women in the industry, they reflect on altering ad tech evolution through time travel.
Advertisers benefit from Trade Desk's focus on maximizing impact across premium content of the open internet.
Distinguishing between premium and user-generated content is crucial for advertisers to understand content value.
Open Pass enhances user experience and enables effective monetization for publishers through a passwordless SSO solution.
European adoption of UID2 (EUID) shows performance impact, compliance with standards, and growing interest in the region.
Trade Desk's investment arm TD7 seeks unique value from new entrants and maintains high standards in potential M&A activity.
Allowing multiple demand sources in walled gardens fosters competition and boosts revenue, reflecting Trade Desk's strategic approach.
Deep dives
Trade Desk's Focus on Helping Advertisers Maximize Impact
Trade Desk's Chief Strategy Officer Samantha Jacobson highlights the company's vision to assist advertisers in maximizing their impact across premium content of the open internet, aiming to benefit both advertisers and consumers by creating better experiences and supporting content creators.
Importance of Premium Content in Advertising
Jacobson emphasizes the significance of distinguishing between premium content and user-generated content. She stresses the need for advertisers to understand the value of the content in which they advertise, advocating for tools to differentiate across various ecosystems.
Open Pass and Simplifying Authentication
The discussion shifts to Open Pass, a passwordless SSO created by Trade Desk to improve authentication process for consumers. Jacobson explains how Open Pass enhances user experience by simplifying authentication while enabling publishers to monetize effectively.
European Version of UID2 and EUID Adoption
Jacobson highlights the adoption of the European version of UID2 (EUID) across various partners in Europe and discusses its compliance with European standards. She mentions the growing interest and performance impact seen with EUID in the region.
Trade Desk's Approach to Investments and Potential M&A
Addressing Trade Desk's investment arm TD7 and the criteria for investment prospects, Jacobson emphasizes the focus on new entrants contributing unique value to the open internet. She also touches on potential M&A activity, highlighting the high standards and complexities involved.
Future of Walled Gardens Opening to Third-Party Buyers
Jacobson shares her perspective on the likelihood of walled gardens like Amazon opening up to third-party buyers. She discusses the importance of allowing multiple sources of demand to drive competition and higher revenue in these ecosystems.
Creative Naming Process of Trade Desk Products
Exploring the intriguing names of Trade Desk products, Jacobson reveals the thoughtful process behind naming each product. She provides insights into the rationale and meanings behind the unique names chosen for Trade Desk's offerings.
Reflecting on the Evolving Landscape of Ad Tech
In a thought-provoking response to potential changes in the ad tech industry, Jacobson delves into the complexities and interconnected nature of evolving technologies and innovation. She emphasizes the focus on adapting to current challenges and future opportunities.
Importance of Transparency and Adaptability in Ad Tech
Jacobson emphasizes the critical roles of transparency, adaptability, and innovation in navigating the ad tech landscape. She underscores the need for industry players to stay vigilant, collaborate, and innovate to address evolving challenges effectively.
Nuances of Time Travel and Strategic Decisions in Ad Tech
Reflecting on the concept of time travel and strategic decisions in ad tech, Jacobson articulates the challenges of altering pivotal moments and the potential ripple effects on the industry's trajectory. She underscores the importance of evolving strategies based on the current landscape and future prospects.
Exploring Innovation and Impact in Ad Tech
In a comprehensive exploration of innovation and impact in ad tech, Jacobson discusses the dynamic nature of the industry and the continual quest for growth and evolution. She emphasizes the role of strategic decision-making and adaptability in shaping the future of advertising and marketing technology.
What is Google’s true motive in launching the Chrome Privacy Sandbox? An optimist might give Google credit for not dropping the hammer like Apple did. But it’s hard not to be a little cynical about Google’s goals, according to Samantha Jacobson, chief strategy officer at The Trade Desk.
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