Our latest advertising technology (AdTech) update features a new solution: Covatic Audience Linking. Today, UK-based AdTech solution provider Covatic introduced a groundbreaking platform for media owners and advertisers. The new solution empowers media companies to pool and leverage audience data across multiple platforms and digital properties. Now, advertisers can reach a wider, more targeted audience while optimizing campaign performance. All this is possible in a data-secured environment. By creating a unified view of audience segments, Covatic is redefining the possibilities for cross-platform advertising and enhancing the overall customer experience.
Yesterday, Outbrain-Teads Merger: A Billion-Dollar Deal To Transform AdTech, providing new AdTech opportunities to customers. Covatic’s new solution marks a good week for the advertising technology industry.
Privacy regulations such as GDPR and CCPA have made AdTech solutions scamper for new capabilities. In a conversation with Intent Amplify’s Head of Global Marketing Sudipto Ghosh, Covatic’s CMO Sarah Whitfield mentioned Audience Linking’s ability to tackle the “challenge of recognizing anonymous users across various apps, websites, smart speaker skills, and CTV services in a privacy-secure and scalable way.”
This “clean room-lite” AdTech solution provides granular-level audience knowledge to the media owners; and, a highly addressable and targeted advertising experience to the advertisers. AdTech customers can leverage first-party data with this new solution without needing any insights from third-party cookies. This way the customers can have more control and transparency in their digital advertising campaigns served on different platforms and channels.
How Covatic Audience Linking Works
Covatic Audience Linking works without third-party cookies. It can also work in an ID-less environment, utilizing a secured encoding and hashing system. Users can’t use this solution to link back to identifiable users, ensuring near-100% protection from data breaches, hacking, and leakage. According to IBM’s latest data breach study, the media agency is among the top targets for cyber attacks. With this new solution, customers can build safer and stronger AdTech clean rooms in a privacy-secure way.
In its official statement shared with MarTech Insights newsroom, Covatic stated: “Using the solution, first-party identifiers collected by a mobile app, CTV app, Alexa skill, or website are encoded and then passed to the Covatic SDK. The relevant encoded identifiers and audience cohort codes are then sent to a secure Private Audience Matrix hosted by Covatic. At no point does Covatic have access to the raw data or the key—known as a ‘salt’— to decode the data. When a second or third device presents itself to this protected database, all audience cohorts are shared back to all devices with the same ‘hash value,’ in order to link these audiences in a privacy-secure fashion.”
The company provided an example of how Covatic Audience Linking works in real-life scenarios.
A consumer may read many personal finance articles in a news reader app or website (like Financial Technology Insights). Automatically, the reader is placed in a relevant audience cohort linked to the Fintech news or articles. This audience can then be combined with the cohort that views drama-centric CTV apps. Without Audience Linking, publishers and advertisers might lack the ability to gather relevant insights. The new solution offers a more comprehensive view and understanding of user habits. Similarly, third-party audiences, including retail media datasets, can be imported, opening up new targeting capabilities.
Daniel Pike, CPO at Covatic said – “We have worked closely with our clients to develop this solution and take pride in delivering this highly effective and sustainable method to reach audiences and boost return on investment for advertisers.”
Daniel added, “Relevancy is key for both media owners and advertisers in today’s privacy-focused landscape. The more intimately a business understands its audience, the more valuable it becomes for everyone involved. Our Audience Linking solution goes beyond basic targeting and provides a pooled view of an anonymous user’s topics of interest across all devices, so our clients can better link an ad to an action.”
MarTech Insights Newsroom Conclusion
With new-age solutions in AdTech listening to customer pain points about working with targeted advertising tools, our MarTech newsroom analysts feel 2024 will be a game-changer year for the digital media and advertising industry. Google’s decision to drop cookie deprecation and tons of new-age data privacy guidelines to protect digital audiences will serve new avenues for AdTech companies and their customers. With tools such as Audience Linking, we can again say that technology will be the key differentiator for the MarTech and AdTech landscapes.
