{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"195. From Cookies to Context: Rethinking Targeting in Ad Tech","description":"In this episode of the Programmatic Digest, Manuela Cortes sits down with Eric Tilbury, Head of Programmatic and Solutions Engineering at Anuvo, to discuss the evolution of ad tech and the industry's shift away from traditional identity-based targeting. With over 14 years in the space, Eric shares insights from his unique background working on both the supply side (monetization) and the buy side, explaining how balancing the needs of both publishers and advertisers has shaped his perspective on the ecosystem. The conversation highlights a major flaw in current programmatic practices: the over-reliance on fragmented user IDs, which Eric argues leads to low match rates and provides a massive "merry-go-round" for ad fraud. The heart of the discussion focuses on Anuvo\u2019s proprietary solution, the Intent Key. Eric explains why they chose to move away from tracking IDs to instead focus on modeling content and intent in real-time. By using language-based signals and custom intent models, advertisers can reach relevant audiences without the latency or privacy concerns associated with the "cookieless boogeyman". Manuela and Eric also dive into the complexities of CTV and in-app advertising. Eric shares why targeting based on geo-relevance (zip codes) and content genres is often more accurate than using unstable IPs or IDs, which he notes are only present in about 30% of CTV inventory. He stresses the importance of Supply Path Optimization (SPO) to ensure buyers are reaching real human audiences in high-impact environments rather than wasting budget on "refrigerator ads". They close the conversation with a look toward an "agentic future," where AI agents facilitate deeper strategic decisions, and Eric underscores the necessity for buyers to actively optimize their data points to ensure programmatic remains an effective, high-value channel.   \ud83e\udde0 About Us: We help historically excluded individuals break into programmatic media buying and land jobs they love. Through our Reach and Frequency\u00ae program, coaching, and community, we make learning programmatic clear, practical, and welcoming. Our mission is simple: DSP access and education should be for everyone, not just a few. That\u2019s why we teach new talent and support independent agencies and brands through my work at Infillion (MediaMath), helping more people access the MediaMath DSP. Join once, stay learning forever. Past workshops, paid gems, and every new recording + resource added as we go. This library isn\u2019t a one-time thing, it\u2019s the full vault plus all future trainings, recordings, and guides. Access it here: https:\/\/www.heleneparker.com\/library  \ud83d\udc64 Meet Our Guest: Eric Tilbury \u2013 Head of Programmatic and Solutions Engineering at Anuvo \ud83d\udcce Connect on LinkedIn: https:\/\/www.linkedin.com\/in\/eric-tilbury-2a798932\/   \ud83d\udcbb Meet The Team: H\u00e9l\u00e8ne Parker \u2013 Chief Programmatic Coach \ud83c\udf10 heleneparker.com\ud83d\udd17 LinkedIn: https:\/\/www.linkedin.com\/in\/helene-parker\/ Manuela Cortes \u2013 Co-Host, Programmatic Digest en Espa\u00f1ol \ud83d\udd17 LinkedIn: https:\/\/www.linkedin.com\/in\/manuela-cortes-\/ \ud83c\udf93 Learn Programmatic: For Individual Buyers: https:\/\/heleneparker.com\/library Subscribe to the Newsletter: https:\/\/heleneparker.com\/newsletter Be the first to find out free programmatic training workshop: https:\/\/www.heleneparker.com\/waitlist\/ \ud83d\udcf2 Follow Us: \ud83d\udd17 LinkedIn: https:\/\/www.linkedin.com\/company\/programmatic-digest-podcast \u25b6\ufe0f YouTube: https:\/\/www.youtube.com\/@programmaticdigest   ","author_name":"Programmatic Digest","author_url":"http:\/\/programmaticdigest.com","html":"