Collaboration enables privacy-first, audience-based programmatic buying for marketers
NEW YORK, Sept. 14, 2023 — Captify, the leading Search Intelligence Platform for the open web, today announced a partnership with the global programmatic platform Adform to deliver privacy-first, audience-based buying for the programmatic ecosystem.
The partnership provides the industry’s first end-to-end contextual activation solution, bypassing the need for cookie identifiers and enabling greater scale across inventory pathways that are often deprioritized by demand-side platforms (DSP) due to their lack of cookies, such as Safari users.
Now, buyers can utilize Adform’s identity-free, privacy-by-design DSP to activate Captify’s contextual audiences via curated deals across the leading SSPs. Captify’s global reach is able to support Adform’s clients in the US, UK, EMEA, and Australia with custom deal ID libraries that meet the needs of their marketers.
“As we approach closing the final chapter of third-party cookies, the ecosystem has a tangible need for privacy-first, audience-based programmatic buying capabilities,” said Matthew Papa, SVP of Business and Corporate Development at Captify. “This partnership with Adform addresses that need by enabling us to scale our contextual offering, which combines consumer intent from search data – a scarcity in a cookieless world – with contextual signals. Now advertisers globally can confidently activate our audiences across more inventory without worrying about privacy. ”
“In a fragmented media landscape focused on personalization and performance, the ability to reach and engage consumers while prioritizing privacy has become a consistent challenge for marketers, said Vicky Foster, VP, Global Commercial Partnerships at Adform. “As the eventual sunset of third-party cookies looms, our partnership with Captify makes it easier for marketers across the globe to drive revenue with personalized and engaging programmatic campaigns with privacy top of mind.”
To learn more about Captify, please visit www.captifytechnologies.com
To learn more about Adform, please visit https://site.adform.com/
About Captify
Captify is the leading Search Intelligence Platform for the open web and the largest independent holder of onsite search data outside of the walled gardens, connecting the real-time searches from over 2 billion devices globally. Its Search Intelligence technology powers omnichannel programmatic advertising and real-time insights for the world’s biggest brands, such as Disney, Unilever, eBay, Mercedes-Benz, Microsoft, Nestlé, GSK, Uber, Mars, P&G, Sony, and Toyota—without reliance on third-party cookies. Captify brings brands more customers, publishers greater yield, and consumers the most relevant digital experiences.
About Adform
Adform is the only global, independent and fully integrated advertising platform built for modern
marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world