MONTREAL, May 7, 2024 – Optable, a leading software-as-a-service (SaaS) data management & collaboration platform for the advertising ecosystem, announced today its strategic partnership with Raptive, a company dedicated to powering creator independence. As part of this partnership, Raptive is now offering a comprehensive data collaboration solution to its advertising partners. This collaboration signifies a major step towards empowering publishers with comprehensive identity management and data collaboration capabilities, amid emerging privacy regulations and industry shifts such as the deprecation of third-party cookies.

Privacy has been a force of change in the media and advertising ecosystem, and with that change comes great opportunity. Many publishers are changing their strategy and retooling their organizations in order to adapt to this change. 2024 is a particularly significant year as Google proceeds with the deprecation of third-party cookies across Chrome. Comprehensive identity management & enrichment solutions are key to protecting revenue streams by helping to maintain and grow publishers' addressable footprint. Additionally, data collaboration has emerged as a way for publishers to increase revenues by working more closely with their advertising partners' data.

“The shifting web identity landscape poses both a threat and opportunity for media companies, driving the need for innovative solutions,” said Bosko Milekic, Co-Founder and Chief Product Officer, Optable. “We’ve dedicated ourselves to empowering media companies to safely deliver advertisements to consumers amidst these challenges.”

The partnership between Optable and Raptive signifies a paradigm shift in how digital publishers approach monetization, particularly as traditional methods like third-party cookies become obsolete amidst heightened privacy concerns. Raptive, which powers the advertising businesses of over 5,000 websites, has emerged as a pioneer for cookieless advertising solutions, and the partnership with Optable continues in this direction. 

"It's not just about adapting to changing consumer behavior; it's about fundamentally reimagining how media companies operate in the age of privacy," said Paul Bannister, Chief Strategy Officer of Raptive. "Our collaboration with Optable represents a key part of our move towards privacy-centric advertising solutions that safeguard user data while enabling continued revenue growth. Marketers can now leverage Raptive's comprehensive data collaboration solution, directly using their first-party data to reach their audiences across Raptive's hundreds of millions of monthly users."

Optable's identity management provides a foundation for revenue growth in the age of privacy, enabling media companies like Raptive to safely harness, enrich and activate audience data without compromising user privacy. This partnership exemplifies the industry's collective effort to embrace solutions that protect user privacy and support effective audience engagement in an increasingly complex digital ecosystem. 

"Partnering with Raptive goes beyond navigating the changing landscape of digital publishing, and highlights the growing importance to help publishers respond to changes in privacy by building innovative advertising solutions.” concluded Milekic. 

As media companies navigate new challenges they also unearth opportunities and partnerships like the one between Optable and Raptive serve as guiding examples toward a future where privacy, profitability and growth can coexist harmoniously.

About Optable

Optable is a data collaboration and clean room solution designed for the advertising ecosystem in the age of privacy. The product was inspired by the radical transformation in how audience data is governed, connected, and activated. Optable takes an end-to-end approach to data collaboration and is integrated with ad delivery platforms for secure activation, making it possible to deploy campaigns directly from a clean room. It is the only clean room solution that offers frictionless collaboration and interoperability enabling customers to safely and securely match audience data with any partner. For more information, please visit: https://optable.co/

About Raptive

Raptive is a new kind of creator company on a mission to power creator independence. We provide revenue, audience, and business solutions, and much more for creators and enterprise publishers. Since the beginning of digital content creation, we've been leaders in ad management and digital advertising technology, and we continue to expand our services and solutions to match the needs of the 4,600+ creators and enterprise publishers we serve. To date, Raptive has paid out more than $2 billion to creators.

Media contact:

Michael Vaughan

813-210-1706

mvaughan@kcsa.com

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