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In the ever-evolving world of digital advertising, #publishers and #retailers - those running their retail media systems - are reviewing their ads value chain, taking back control from third-party intermediaries with (link:) 1st Party Ad Servers to regain command and freedom over their ads business.

Why? Take a breath and let’s dive in.

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? Owning your 1st party ad server allows to model your own advertising operations, even adopting complex business rules. Then customize ad placements, formats, and pricing/payment strategies to align with their #unique business #goals.

? No more "one-size-doesn't-fits-all" situations.

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? With a first-party ad server, publishers can protect their valuable user and transactional data from leakage. They can gather, analyze, and utilize their audience data without worrying about privacy breaches or data misuse. It’s all about #trust and #transparency.

? No more data gifts to externals and privacy concerns

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? A first-party ad server enables publishers to optimize the entire customer journey, from offsite acquisition to online conversions, adopting any new channel and multiple format types (a video or audio in spotify to an OOH or radio in store) - increasing the #value of their #inventory.

? No more poor/rigid standards that do not leverage context.

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? With 1st party ad server, you can focus on what is most important: the end consumer experience. The publishing industry has proven that excessive and uncontrolled ad distribution compromises both CX and revenue, a mistake to be avoided in Retail. By applying 1:1 sponsored and customised ad distribution, benchmarks show #lower customer fatigue and #higher conversions.?.

? No more blast overwhemling ads

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? First-party ad servers can connect to any wider ad network - keeping control of all the above - and serve as the core engine for omnichannel sponsored media business in various industries, from retail to telco, opening significant #new #revenue streams.

? No more "enslaved" business models

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? With a 1st party ad server, publishers and retailers can foster direct relationships with both brands, advertisers and audiences, up to the self-serve mode. This leads to more convenient commercial agreements, improved ad relevance, and ultimately, #reduced #middleman #fees.

? No more "20% transaction fee" baseline.

And with retail in mind, i think there is really no reason for brands to throw money away on expensive advertising ecosystems, that our consumers will ultimately pay for:

#SAS360Match #1stParty #AdFreedom#Retail #Media #Telco #Banking

For 1st party ad server info, check: https://www.sas.com/en_us/solutions/customer-intelligence/advertising.html