MediaMath Joins Nonprofit Industry Consortium DigiTrust; Advances Consumer-First Marketing Philosophy
MediaMath Join Hands with DigiTrust to Enhance Consumers Digital Experience
MediaMath announced it has joined non-profit industry consortium, DigiTrust. The group aims to improve the digital experience across the ecosystem through a single and neutral, first-party and cookie-based user identification platform.
“The industry is overdue for a solution that solves for the reality of global fragmentation and inconsistency. We need to acknowledge that data-driven marketing creates a tremendous amount of value for both consumer and brand when done right, but may introduce real societal risks and concerns when done wrong,” said John Slocum, MediaMath, Vice President, DMP.
The consortium believes the standardized approach will improve both user experience and advertiser outcomes by enabling lossless communication from sell- to buy-side, decreasing reliance on ID syncs and increasing the scale and accuracy of both cookie targeting and cross-device/personalized targeting.
MediaMath defines “identity” in the context of digital marketing as the ability for people to understand and manage their presence across an increasingly complex portfolio of devices and services; and as the ability for industry to utilize that presence in the delivery of personalized offers, products, services, and communications that create value.
The DigiTrust cookie ID will be the standard across the MediaMath platform which will begin transacting on the IDs in Q2 2018. The company will continue integration throughout the MediaMath platform as the consortium scales further. Publishers interested in improved monetization on the MediaMath platform are encouraged to join the consortium.
Slocum maintains that digital advertising is the lifeblood of the internet, and engine of the global economy. As the largest marketing channel for the companies that build the products and services we use every day, brands need marketing to work more than ever.
“MediaMath represents a significant investment of buy-side demand available to DigiTrust membership. This is further confirmation that consumers and every part of our industry benefit from an independent and neutral cookie,” said Jordan Mitchell, CEO, DigiTrust.
Building A Consumer-First Ecosystem
MediaMath’s entrance into the DigiTrust consortium is one of several initiatives being deployed to improve the marketing ecosystem, including the rollout of ads.txt to publishers within its premium supply offering, Curated Market. The company is actively involved in the IAB Europe Working Group on Transparency & Consent, which developed technology standards designed to provide consumers with greater transparency into and control over the use of their data. Additional consumer-first marketing initiatives will be underway throughout 2018.
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