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NextRoll, San Franciscoa marketing technology company that delivers products for ambitious marketers to grow their business, along with Audigent, part of Experian and a leading data activation, management and identity platform, announced a major breakthrough in the Google Privacy Sandbox with the activation of Audigent Interest Groups on the AdRoll DSP .
This first collaboration between NextRoll and Audigent unlocks an exciting new use case for the Google Protected Audience API (PAAPI). Interest groups can now be created using data management platform (DMP) data and activated by demand-side platforms (DSP), enabling an audience delivery solution in Chrome that does not depend on third-party cookies.
“We’re committed to protecting user privacy while helping brands maintain ad performance, and the solutions we’ve built within the Privacy Sandbox will enable advertisers to maintain upper-funnel and retargeting tactics while maintaining privacy,” he said. Role of SaxenCEO of NextRoll. “We hope this breakthrough use case will encourage industry participants to collaborate and test so we can continue to improve the usefulness of the Privacy Sandbox API.”
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The first test involved NextRoll connecting more than one billion browsers to an interest group in the Audigent network of publisher sites. NextRoll then launched a two-week interest group campaign across the Privacy Sandbox inventory that generated nearly five million impressions across 42,000 domains. This test allowed both companies to better understand the technical workflows and system requirements needed to support the creation and activation of interest groups on a larger scale.
“Audigent is a leader in audience aggregation and segmentation, providing advertisers with both at scale. With Google being such a core part of the industry, understanding how to enable within PAAPI is a priority,” he said Jake AbrahamSales Director, Audigent. “Our work with NextRoll has shown that we can deliver scale in interest group targeting and is a positive step forward for the viability of this approach.”
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Over the past five years, NextRoll has played an important role in shaping what is now known as PAAPI, contributing recommendations to the W3C and working with the IAB team and Google Chrome to advance testing and provide critical feedback to improve functionality. NextRoll has also developed a brand new bidder to enable powerful advertising within Chrome’s Privacy Sandbox.
Audigent has a scaled DMP reach of over two million websites with a daily reach of over 400 million Chrome browsers. This intervention provides site owners and the data networks needed to create actionable and scalable interest groups. Working with NextRoll provides a unique opportunity to shape audience activation as the availability of third-party cookies in Chrome continues to evolve.
