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Sonobi’s Mid-Year Check-In

Wow, where has the time gone? It’s hard to believe that we are already in the middle of 2021. So much has happened in such a short time. We would like to share some of our biggest achievements of this year with you. So far, 2021 has been the year of cookieless solutions, identity technologies, CTV, and brand safety. Sonobi has been working diligently to further strengthen our technology and enhance our expertise on these topics, so that we can keep providing top-level service. Some of our most noteworthy initiatives for this year are:

  1. Fraud Detection for CTV

Sonobi recently partnered with HUMAN (formerly White Ops) to safeguard its supply, especially CTV, from sophisticated bot fraud. We now leverage both the pre-bid and the post-bid capabilities of HUMAN Advertising Integrity to continually monitor, identify, and prevent sophisticated fraudulent actors. This enables us to offer fraud-free supply, even in the more fraud-susceptible CTV. To read more about this click here.

  1. Real-Time Creative Verification

Sonobi has continued to work with Confiant to enhance the quality of creatives presented to our publishers. Through Immunity by Confiant we analyze creatives in-auction and can remove and/or replace a problematic creative in real-time. This further empowers us to provide our clients with the best creatives, while ensuring that they do not miss out on monetization opportunities. 

  1. Support of UID 2.0

Unified ID (UID) 2.0 has recently gained significant traction due to IAB Tech Lab’s oversight of UID 2.0. Sonobi added UID 2.0 to the arsenal of integrated identity siloes supported by its identity-agnostic platform. Our technology has the ability to translate a supplied user ID, including UID 2.0, to an identifier that is meaningful to our demand partners. This opens up a wider range of buyers that can target our supply’s IDs, ultimately increasing demand for our media marketplace. To read the full article click here.

  1. More Transparency Through GPIDs

Supply path transparency has always been important to Sonobi. We have now added one more tool in our Prebid adaptor for improving supply transparency: the use of Global Placement Identifiers (GPIDs). Publishers can now directly use their Google Ad Manager ad unit as a placement ID in their bid request, making it easier to connect an ad request to the underlying supply. TTD is already using GPIDs to make more informed bidding decisions. 

Sonobi is dedicated to providing our clients with the most up to date technology. If you would like to know more about what you have read, please contact your account manager. 

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