Advertisers Target Audiences, Not Screens: Pubmatic Research
First-party data is also the punchline of this Advertiser Perceptions study on cross-screen video advertising, for Pubmatic. Most (54%) of the publishers they surveyed said that advertisers care more about targeting audiences across screens than targeting on specific screens. First-party data is what lets that happen. Related: just 28% of programmatic ads are bought on the open market; others go through private marketplaces or negotiated deals, where more data is available.