New alliance to help publishers establish first-party data strategies ahead of the erosion of global identifiers
Optable, a SaaS data connectivity platform designed for the advertising ecosystem in the age of privacy, has partnered with Sharethrough, a top global independent omnichannel ad exchange, to give advertisers the unprecedented ability to leverage first-party data assets for campaigns without physically sharing audience data, thereby establishing a data collaboration infrastructure to power the future state of digital advertising.
Optable’s platform uses cryptography to enable decentralized collaboration around audience data, allowing users to continuously connect audience data with certified partners in a secure, privacy-preserving manner. As walled gardens become more common, solutions aimed at linking these data carriers together will become increasingly vital for the advertising ecosystem.
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“The industry is going through tremendous transformation driven by the erosion of third-party cookies and mobile identifiers, as well as increased regulatory pressure around the world,” said Vlad Stesin, co-founder and CPO, Optable. “Working with Sharethrough enables us to lead the imminent transition from legacy global identifiers to a new fabric of identity woven across the ecosystem in not only a safe and compliant way, but also in a way that allows each party to control their own data. Ultimately, by collaborating with Optable, Sharethrough is enabling publishers to increase their inventory’s value while keeping data security and privacy front and center. ”
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Publishers who use the Sharethrough ad exchange will be able to activate people-targeted campaigns by safe onboarding their first-party data into a secure, private location on the Optable platform, facilitating direct collaboration with advertisers and minimizing technical and legal barriers.
“This collaboration provides us with the possibility to offer our publisher partners next-generation data connectivity technology, which, until now, has mostly been available within large walled gardens,” said Pat Marin, SVP Partnerships, Sharethrough. “Optable’s technology solves for the emerging privacy challenges, allowing advertisers to transact using their own audience data without sharing this data with any other party.”
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