Seller-Defined Audiences – An Explainer

On March 24, 2022 ad tech matters, audience data, iab tech lab

Every month or so we’ll bring you some critical member-only product updates and trends that we feel you’ll find useful. Today’s topic is Seller-Defined Audiences (SDA), an important specification recently finalised by IAB Tech Lab.

In this article we’ll provide a simple explainer of what SDAs are, how they can work and take a closer look at how they will seamlessly enable first-party data whilst protecting consumer privacy as the execution does not require the exchange of user identifiers between publishers, SSPs, DSPs &DMP/CDPs.

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