Thread · 2 tweets · 14 Aug 2021

The more I think about it, the more I reckon putting together something new is worth a shot. For everything that's more or less publisher-provided segments with anonymous users, a matching market would be more efficient and simpler than RTB.

It might also be the best way to avoid browsers asserting control over ad selection. Point an anonymising frame to the ad server and let it pick from "campaigns" that the publisher won in the last matching market round (every hour, every ten minutes, whatever).