New global partnership brings new behavioural targeting streams for campaign activation to Adform’s customers.

Audiencerate, the platform specialising in agile data monetisation, and data and addressability company Sirdata, have joined forces in a partnership that will see Sirdata’s exhaustive taxonomy integrated on the Adform marketplace for the first time. Each trading desk, either independent or in-house – agency, ad network, publisher, or advertiser – using the Adform FLOW platform is now able to activate Sirdata’s audiences.

This integration between Audiencerate and Sirdata provides Adform’s clients with unique deterministic, socio-demographics data segments and purchase intent behavioural targeting streams created through Sirdata’s technologies. The partnership will also cover unbranded data provision through the Audiencerate platform, harnessing its global integrations on major marketplaces.

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Eraldo Cruz – Head of Global Commercial Partnerships at Adform commented, “The modern marketer seeks control. To achieve this, they need access to independent technology partnerships, confidence in data ownership, and transparency around media costs and operation fees. This partnership offers an option to step away from a dependence on walled gardens and utilise unique data segments provided by Audiencerate and Sirdata via Adform FLOW. The integration will enable advertisers to purpose build their own brand gardens – an ecosystem that is built around the needs of a specific business and their marketing team.”

“Sirdata is an independent semantic data processing company at the core and has always given control to websites and their users through interoperable technologies. Thus, our CMP helps us to build a trusted-relationship with users and aims to provide them with the best digital advertising experience while preserving their privacy preferences and protecting publishers’ independence” commented Thibault Montanier, Head of Data and Addressability at Sirdata. With this in mind, Audiencerate stood out as an appropriate partner for us, with its own focus on privacy from its inception. We are delighted to fuel the Audiencerate’s data marketplace with audiences built through our advanced semantic technology.”

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Enrico Vecchio, Chief Technology Officer and founder at Audiencerate said, “At Audiencerate, we bring accurate data to markets around the world and with Sirdata as a partner – whose tracers are never fired prior to a user’s consent – we can be assured the quality of their data is not only extremely reliable, but it is also thoroughly processed; their company values mirror our own, with secure targeting and user consent at the core. The branded part of the relationship, on Adform, will boost our current presence on this key marketplace.”

Audiencerate’s easy-to-use, self-service platform acts as a data bridge between buyers, and the publishers and brands looking to sell their data assets, eases syncing by providing it in less than six to 48 hours. It refreshes branded segments and reporting every 48 hours. It provides exposure to buyers all over the world through global integrations and is a safe haven to monetize data, with all protocols designed to be compliant with latest data protection regulations, fully transparent with no set-up costs.

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