Data platform Dstillery released a contextual solution with healthcare analytics company PurpleLab to help pharma advertisers target audiences without third-party cookies. The tool uses ID-less signals, such as URL, time of day of web visits and regional location, then uses that data to find patterns in online behavior that are associated with specific health conditions.
Even if third-party cookies weren’t on Chrome’s chopping block, brands would need a strategy to navigate signal loss, says Spiceology CEO Chip Overstreet. Spiceology is working with digital identity management company Parrable and MediaMath to retarget users in environments where third-party cookies aren’t available.
It seems like everyone’s talking about the cookieless future, but many publishers are living in the cookieless present – and they need alternatives today. Roughly 65% of the Daily Mail’s programmatic ad inventory, for instance, is currently cookieless, so it has been busy testing cookieless ID solutions to support its programmatic ad business. One of these solutions is Lexicon, provided by supply-side platform 33Across.
Former physicist Melinda Han Williams used to spend her time studying “electronic transport in nanostructured graphene devices.” These days, as chief data scientist at Dstillery, she’s creating identifier-free solutions to transport us past the end of third-party cookies.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The InfoSum Of Its Parts The data onboarding startup InfoSum raised $65 million at a valuation of $300 million, up from a $100 million tag a year ago when the company landed a $15 million investment. Ad tech companies have been capitalizing in investor […]
33Across has introduced a cookieless targeting solution in an effort to help publishers and advertisers retain the value of programmatic without advertising IDs. At the root of the cookie-free targeting product, called Lexicon, is a probabilistic identifier 33Across calls the Pub Token. The Pub Token combines contextual signals – such as the time of day, […]
