As brands and advertisers navigate ongoing signal loss and bolster their own first party data efforts, the questions coming up aren’t solely about collecting, safeguarding or even using the data to inform advertising activities.

Read the remainder of this article on Media In Canada.

Any significant new technology goes through the same cycle – the early hype, the initial misconceptions, the debates around readiness and maturity, the all-important question of timing. But while some new technologies attempt to give us something we didn’t realise we wanted, with the aim of slicing into a market that was jogging along fine without them, others have the advantage of answering a pressing need.

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To read the rest of this article please visit InPublishing.co.uk.

Data clean rooms are seen by many as one of the cornerstones of the post-cookie digital advertising ecosystem. But their place in the CTV world is less well understood.

In this piece James Prudhomme, chief revenue officer at Optable, a provider of clean room technology, outlines how he believes clean rooms can solve issues around measurement and targeting in CTV environments.

By now, most of those involved in digital media know something about data clean rooms. They probably identify them with the walled gardens of the big tech players – places where Google or Facebook share aggregated, anonymised data for marketers to analyse.

They may also know that data clean rooms are rapidly gaining currency in the open internet as a means for brands and publishers to collaborate on data projects in a similarly privacy-compliant context.

These are, of course, valid and extremely important use cases. There are many reasons to be excited about the possible applications of data clean rooms in a post-cookie world, as brands collaborate with publishers, retailers and other data-rich entities to build better insights than even cookies allowed – and, this time, with fully opted-in data.

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To read the remainder of this article please visit the Videoweek website.

By now, most of those involved in digital media know something about data clean rooms. They probably identify them with the walled gardens of the big tech players – places where Google or Facebook share aggregated, anonymised data for marketers to analyse.

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

As Optable enters the European market, tell us more about who you are.

Vlad Stesin: Before setting up Optable, I was a co-founder of the Canadian DSP AdGear, which Samsung acquired in 2016. When we founded Optable in 2020, twodisruptive developmentsin the advertising industry shaped our thinking. Firstly, the increasing prominence of privacy features being integrated into web browsers, devices and platforms at a time when the building blocks of digital advertising – third-party cookies and device identifiers – were being dismantled. Secondly, the impact that data protection legislation was having on advertising globally.

What was clear was that advertising needed a new solution to allow data to be connected in a privacy-centric way so publishers, agencies and advertisers could still benefit from data-driven advertising in the future.  

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To read the remainder of this interview with Vlad Stesin and James Prudhomme please visit New Digital Age.

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As marketers and publishers discuss their responsibilities concerning consumer data, they must avoid interchangeably using the terms ‘privacy’ and ‘security.’ Bosko Milekic, Chief Privacy Officer and Co-founder of Optable, sheds light on the need to differentiate between security and privacy and how organizations can better protect their data.

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

Privacy tech is having its smart-nerdy-girl-removes-her-glasses-and-is-suddenly-sexy moment. To read the remainder of this article please visit Ad Exchanger.com.

MONTREAL, Nov. 16, 2021 /PRNewswire/ -- Optable, a SaaS data connectivity platform and clean room solution designed for the advertising ecosystem, has entered into a deal to provide media conglomerate, Quebecor Inc., a Canadian diversified media and telecommunications company,  with the next generation of privacy-preserving advertising products, supporting all digital channels (i.e. display, video, Connected TV (CTV), Digital Out-of-Home (DOOH) and audio advertising), through its subsidiary Quebecor Expertise Media.

The degradation of third-party identifiers leaves technical advertisers unable to confidently reach the right audiences on publishers' networks.  With a wealth of authenticated/recognized users across websites and apps and hundreds of data points about them, Quebecor Expertise Media will utilize Optable's platform to securely onboard first-party customer data and empower future connected TV and audio advertising strategies.

"The advertising landscape is evolving, and we have to adapt our data strategy to match that," said Jean Péladeau, Vice-President Operational Convergence at Quebecor. "With Optable we can work alongside advertisers to allow them to utilize their own first-party data sets in advertising campaigns with us, without worrying about privacy concerns. It gives us peace of mind."

With Optable's cleanroom technology, Quebecor Expertise Media will be able to seamlessly forge closer relationships with its advertising partners while respecting the privacy of its customers by allowing publishers to safely and securely compare and leverage audience data with data partners.

"We are thrilled to partner with Quebecor, one of the largest media entities in Canada, and to include them in our roster of clients. Their wealth of data will be extraordinarily beneficial to Optable's growth" said Yves Poiré Co-founder & CEO, Optable. "Our platform allows publishers such as Quebecor to take control of their own data in a way that maintains the trust of users, while still accomplishing advertising goals, without relying on a third party's data source."

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About Optable

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Optable is a SaaS data connectivity platform designed for the advertising ecosystem in the age of privacy. Inspired by the radical transformation in how data is governed, connected, and used, Optable was built by veterans of the ad tech industry to address the need for a new generation of privacy-preserving data connectivity software. Leveraging cryptographic technology, Optable is the only clean room solution that offers a decentralized, "headless" approach to enabling advertisers, publishers, data companies, and other partners to safely and securely compare and leverage audience data. https://www.optable.co/

About Quebecor

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Quebecor, a Canadian leader in telecommunications, entertainment, news media and culture, is one of the best-performing integrated communications companies in the industry. Driven by their determination to deliver the best possible customer experience, all of Quebecor's subsidiaries and brands are differentiated by their high-quality, multiplatform, convergent products and services. For more information visit: https://www.quebecor.com/en/home

Media contacts

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Kate Tumino / Michael Vaughan
212-896-1252 / 813-210-1706
ktumino@kcsa.com / mvaughan@kcsa.com

SOURCE Optable

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MONTREAL, Oct. 19, 2021 /PRNewswire/ -- Optable, a SaaS data connectivity platform and clean room solution designed for the advertising ecosystem, has launched a suite of solutions to help publishers make anonymous traffic more effective and authenticated traffic more privacy-safe. The suite includes Optable's SDK, which allows publishers to enable cookieless targeting, as well as tools to segment traffic in real time into targetable cohorts.

The advertising ecosystem is undergoing a radical transformation in how audience data can be used as third-party cookies go away, mobile IDs are overhauled, and new privacy legislation emerges. This creates a pressing need for new solutions that enable audience targeting for advertisers, publishers, and the entire adtech ecosystem with safety and security in mind.

"Diminishing identifiers reduces the amount of traffic that a publisher can make addressable, and unaddressable traffic has a much lower yield," said Vlad Stesin, Co-founder and CPO, Optable. "Optable increases the amount of addressable traffic through programmatic channels, thereby providing drastically improved revenue opportunities for publishers."

Publishers are faced with the challenge of defragmenting across devices, traffic that is authenticated vs. unauthenticated, and the various targeting strategies based on first, second or third party data. The addition of cookieless targeting to Optable's platform gives publishers simple tools to defragment their traffic so they can focus on solving their partners' business objectives. Benefits of Optable's data connectivity platform include:

• Improving the addressability of the audiences and enabling people-based targeting by using identity data in a privacy-preserving way.
• Increasing the profitability of ad inventory by better addressing unidentified, cookieless inventory.
• Gathering powerful audience insights based on imported audience data.
• Assembling audiences using safely imported events, traits and characteristics.

"The need for publishers to offer privacy-conscious solutions has never been stronger,'' continued Stesin. "Optable enables a whole suite of solutions for anonymous and authenticated traffic so publishers can maximize their yields and provide better customer experiences for advertisers that respect the privacy of their users."

Empowering publishers and advertisers to take ownership of their first-party data requires infrastructure tools for anonymous and authenticated traffic. Optable provides a platform to collect data, build audiences that signal the adserver direction, resolve identity regardless of the browser or device, and securely match to partners' first-party data for collaboration. Often only a portion of publishers' traffic is authenticated, so adding cookieless targeting tools to the Optable data connectivity platform is a natural addition to the suite of solutions.

About Optable
Optable is a SaaS data connectivity platform designed for the advertising ecosystem in the age of privacy. Inspired by the radical transformation in how data is governed, connected, and used, Optable was built by veterans of the ad tech industry to address the need for a new generation of privacy-preserving data connectivity software. Leveraging cryptographic technology, Optable is the only clean room solution that offers a decentralized, "headless" approach to enabling advertisers, publishers, data companies, and other partners to safely and securely compare and leverage audience data. https://www.optable.co/

Media contacts
Kate Tumino / Michael Vaughan
212-896-1252 / 813-210-1706
ktumino@kcsa.com / mvaughan@kcsa.com