Bosko Milekic 🌶

CPO and co-founder, Previously AdGear/Samsung Ads. Tweets are my own.

[Bosko Milekic 🌶 @bosko]

This week my friends @vstesin, @maiduong, https://t.co/GN8gXkKesG launched @swabtheworldnow and you can probably help. It's much easier than you might think! https://t.co/rrDb4o5YYB -- take a minute and have the privilege of giving someone their life back.

[Bosko Milekic 🌶 @bosko]

@aripap Don’t fall to its fawning compliments

[Bosko Milekic 🌶 @bosko]

@EricTilbury_RTB If you mean matching in the DCR then can separate operations and separate outputs to split types of treatment into multiple deals or LIs depending on whether activation happening in SSP or DSP.

If you mean how IDs targeted by DSPs are resolved to pub traffic that’s a diff story.

[Bosko Milekic 🌶 @bosko]

@EricTilbury_RTB Tldr Signals need to flow through the RTB pipes to make things work. No silver bullet way of avoiding that. The signals can be labels on groups of users (eg KVs/deals), IDs linkable to other user level data (eg UID2), or IDs decoupled from other user data (eg PAIR pub IDs)

[Bosko Milekic 🌶 @bosko]

@EricTilbury_RTB … the list of IDs/users coming out of the clean room need not correspond to matched users either, it can include other users based on eg modelling done in the cleanroom…

[Bosko Milekic 🌶 @bosko]

@EricTilbury_RTB And, with standards like PAIR, the IDs coming out of the clean room/match operation and going into ad requests to enable the activation via DSP are engineered in a way where parties outside of CR cannot tie them back to individual user data (like the email used to generate them)

[Bosko Milekic 🌶 @bosko]

@EricTilbury_RTB What comes out of the clean room to enable the targeting is often a bunch of IDs. These then go either into 1. Pub side system where they are targeted to a deal/KV and then addressed at a cohort level from DSP, or

[Bosko Milekic 🌶 @bosko]

@EricTilbury_RTB … 2. DSP where they are targeted with the expectation that the DSP will see corresponding IDs in the bidreq stream and/or be able to link uploaded IDs to other IDs it sees in the bidreq stream…

[Bosko Milekic 🌶 @bosko]

@mikeosullivan 😅😂🤣

[Bosko Milekic 🌶 @bosko]

@GalebNikacevic @njuznet Ovo je bilo odlično 😅😅

[Bosko Milekic 🌶 @bosko]

@gyardley Maybe Nxc7+ Kd8 Qf8+ Kxc7 Bf4+ Kb6 Be3+ Ka5 Qc5+ Ka4 Nc3# ? Though after Be3+ black Kc7 possible and could lead to stalemate due to repetition. What am I missing?

[Bosko Milekic 🌶 @bosko]

@ericfranchi @eric_seufert Agreed. I am guessing the acq includes the Inscape biz. Will be interesting to see if they close that up now.

[Bosko Milekic 🌶 @bosko]

@alextcone @aripap @ericfranchi Insightful Q&A up here ☝️

[Bosko Milekic 🌶 @bosko]

@shails If RTB was the newborn, what were those of us doing targeting, measurement, and optimisation in digital advertising pre-RTB doing? There was digital advertising before ad exchanges, before data got decoupled from media and 3rd party data marketplaces proliferated.

[Bosko Milekic 🌶 @bosko]

My colleague @vstesin delivering the state of data collaboration and privacy ad tech in a packed room of Canadian collaborators. Proud to report that the 🇨🇦 ecosystem is at the forefront of positive change in digital advertising. Thanks to our friends at @Deloitte for hosting us!

[Bosko Milekic 🌶 @bosko]

Apparently, the Privacy Sandbox APIs are “really complicated” and require some rethinking about how things are implemented. In contrast, in 2008 rewiring the ecosystem for RTB was a walk in the park. Ad tech gonna ad tech… 🤔😅🤣

[Bosko Milekic 🌶 @bosko]

@alextcone 👋

[Bosko Milekic 🌶 @bosko]

@AdtechGod I am guessing your question pertains to what is more important wrt CTV advertising — it’s the OS and software. Whoever controls that controls the platform and service layer, including the AVOD/FAST programming and app distribution. Platforms set the rules, with few exceptions.

[Bosko Milekic 🌶 @bosko]

@AdtechGod TV models at $500 vs $2500 from the same manufacturer have a big diff in terms of the hardware inside, memory etc. Margins are thin in the CE industry and extreme optimization is required resulting in big perf variance. This in turn makes a consistent software xp difficult.

[Bosko Milekic 🌶 @bosko]

Inside the House of Unskippable Podcast Ads 😅