MONTREAL, Sept. 29, 2022 /PRNewswire/ -- Optable, a software-as-a-service (SaaS) data collaboration platform and clean room solution designed for the advertising ecosystem, has announced a partnership with The Trade Desk, the world's leading independent demand-side advertising platform (DSP), to encrypt and sync Unified ID 2.0 (UID 2.0). Pioneered by The Trade Desk, UID 2.0 is a new industry-wide approach to identity for the open internet that encourages the use of hashed and salted data to maintain the value exchange of the internet, while aiming to upgrade consumer privacy.

As part of the announcement, Optable will become a private operator of UID 2.0.

Through this integration, brands can now easily activate their first-party data, directly from the Optable clean room, in a privacy-conscious and secure environment, for improved precision and performance from their media campaigns.

"The partnership between Optable and The Trade Desk will make it easier for brands and publishers to collaborate and leverage audience data through Unified ID 2.0 to inform media buys," said Vlad Stesin, Chief Strategy Officer and Co-founder, Optable. "We look forward to facilitating collaboration across platforms – from running overlap analysis via clean rooms to activating audiences in The Trade Desk – to greatly improve advertisers' ability to plan and run campaigns."

The partnership will also benefit publishers by simplifying the deployment of UID 2.0 across their websites and applications, and will enable them to use Optable's unique end-to-end clean room approach to keep first-party data in a secure, privacy-safe environment while enabling audience activation using UID 2.0.

"The availability of Unified ID 2.0 on Optable represents improved security and transparency for both advertisers and publishers to deliver relevant advertising," said Jay Goebel, General Manager of Data Partnerships, The Trade Desk. "We welcome Optable to the growing stable of companies who want to build a better advertising experience for consumers, while preserving the value exchange of the open internet."

The partnership marks the latest milestone in Optable's mission to securely connect the world's audience data. By partnering with The Trade Desk and enabling UID 2.0, Optable is one step closer to facilitating frictionless collaboration and increasing accessibility to data clean rooms for both publishers and brands.

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 The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.

Media contacts

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Michael Vaughan
813-210-1706
mvaughan@kcsa.com

SOURCE Optable

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The European netID Foundation was established in March 2018 with the goal of creating a European single sign-on solution across all industries and internet services.

With netID Privacy Centre, users can manage their consent for multiple internet services transparently and in compliance with European data protection regulations.

With this announcement, Optable clients which also support netID can now take advantage of the following functionality:

• Include netID as part of their private identity graph within their Optable Data Collaboration Node.
• Open secure, purpose-limited clean rooms which use netID as the match key between partners.
• Activate ad and marketing programs using netID.

This is an exciting announcement for Optable clients and prospects in the region and will enable reach of close to 38 million users in Germany and more than two million in Austria.

“Our mission is to connect the world’s audience data securely,” said Vlad Stesin, Optable’s Chief Strategy Officer and Co-founder.

“As the use of data clean rooms ramps up across the ecosystem, establishing the principle of easy-to-use online platforms on which companies can safely connect data without violating user privacy, the principles of interoperability and frictionless collaboration remain embedded within our product.”

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To read the remainder of this article please visit The Drum website.

The Inuit have 50 words for ‘snow’, taking in all the many and varied characteristics of the white stuff that most of us don’t tend to think about. The ad tech industry, meanwhile, has 50 definitions of a data clean room, but essentially only one name for all of them.

To read the remainder of this article please visit What's New in Publishing.

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When it comes to innovation, complexity kills; it is the ease of use that is crucial to successful tech adoption. With the McKinsey Global Institute estimating that 25%-45% of new products fail — other commentators have the figure much higher, at 60-80% — it is critical that solutions developed to address advertising’s challenges around trust, legislation and privacy have the end-user in mind. And if data clean rooms want to become advertising’s savior, success lies in simplicity.

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To read the remainder of this article please visit Spiceworks.com.

Amongst the mass of privacy-first targeting and measurement solutions which have been vying for attention over the past two years, data clean rooms have stood out as some of the most promising.

Clean rooms allow multiple parties to combine, match, and activate based on their first-party data sets, without any of those parties getting a look at anyone else’s data. They offer a genuinely different way of using data in advertising; there’s debate over how many ‘post-cookie’ solutions will survive the coming wave of privacy regulation, but data clean rooms seem to truly live up to their privacy-first rhetoric.

To read the remainder of this article please visit Video Week's web site.

As part of its clean room services and FuturesLab investment strategy, Environics Analytics (EA) today announced a partnership with Montreal-based, Optable, a SaaS data collaboration platform and clean room solution designed for the advertising ecosystem. EA will integrate Optable’s technology into EA’s existing EAVault clean room, providing clients with expanded options for secure data matching, data collaboration, audience enhancement and advanced advertising.

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To read the remainder of this press release, please click here.

Any advertiser can get the VIP treatment; it’s all about making the best use of publishers' investment in first-party data strategies, explains Vlad Stesin, Chief Strategy Officer at Optable…

Sometimes it feels like we’re caught in a loop: it’s 2022 and we’re still talking about the imminent demise of cookies and other personal identifiers. And here’s something else that never changes: any campaign is better off when it starts with real data.

Forward-looking publishers understand this, which is why data clean rooms are rapidly gaining currency. Because smart people understand, too, that the data clean room approach is not just about dispensing with cookies and mobile identifiers – it’s about creating media opportunities that are rooted in quality first-party data.

So as publishers invest in first-party data strategies and attempt to ensure their end-users have the proper privacy-oriented experience, the ways that we make audience data available to brands also need to change.

The data clean room approach ushers in a whole slate of new ways to do just that, allowing publishers to amplify the value of first-party data and making it actionable for brands. It allows advertisers to feel the wealth again, after years of fearing that their data-driven marketing practices were destined for ruin.

But what does this new data wealth feel like in practice? Here are our four steps to creating a VIP advertiser experience...

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To read the remainder of this article please visit the Performance Marketing World website.

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“The exciting next generation of ad products is not about formats — it’s about using audience data in a compliant, privacy-preserving manner. Ultimately, any personalised online experience, including advertising and ecommerce, will create better outcomes when these experiences are rooted in real customer data,” says Vlad Stesin, Chief Strategy Officer and co-founder of Optable.

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To read the remainder of this article please visit Martechvibe.com.

With the third-party cookie going away, advertisers, publishers, platforms and ad tech firms are looking for a new means of applying data to target ads to people and measure how those ads performed. And the data clean room has become among the most attractive options.

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To read the remainder of this article please visit Digiday.com.

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