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eMarketer Interview

Challenges Abound Before Publishers Can Do Audience-Building Right

Preview from eMarketer PRO

An interview with

Michael Stoeckel

Vice President, Global Tech Strategy and Publisher Operations, Prohaska Consulting

Topics: AdvertisingMarketing

Interview summary

As vice president of global tech strategy and publisher operations at programmatic advertising firm Prohaska Consulting, Michael Stoeckel oversees relationships with advertising and marketing technology suppliers as well as the company’s publisher consulting division, which assists clients in their transition to a more digital- and programmatic-driven approach. eMarketer’s Lauren Fisher spoke with Stoeckel about the challenges publishers face in the audience-building arenas.


eMarketer: Cross-device is a buzzword, but at its core, it’s about audience identity. How will cross-device identification capabilities change over the next 12 to 24 months?

Michael Stoeckel: We’ll see the audience profiles get deeper—that will improve ad targeting. In today’s world, DMPs [data management platforms] have more IDs than there are individuals who exist because of duplication. The end goal is to have fewer profiles in all of the DMPs. That’s beginning to happen as everyone does a better job of cross-device stitching and tracking.