NextRoll and Audigent Collaborate for Breakthrough in Google Privacy Sandbox

NextRoll, a San Francisco-based marketing technology company, and Audigent, a leading data activation platform, have announced a major breakthrough within Google Privacy Sandbox. This collaboration unlocks a new use case for Google’s Protected Audience API, allowing Interest Groups to be created using data management platform (DMP) data and activated on demand side platforms (DSPs) without relying on third-party cookies.

First-of-its-kind Collaboration

This unique partnership between NextRoll and Audigent marks a significant advancement in privacy-forward audience solutions within Google Chrome. By leveraging the capabilities of Privacy Sandbox, advertisers can maintain advertising performance while prioritizing user privacy.

According to Roli Saxena, CEO of NextRoll, “Our hope is that this breakthrough use case encourages industry participants to collaborate and test so we can continue to improve the utility of the Privacy Sandbox APIs.”

Successful Test and Campaign

The initial test conducted by NextRoll involved connecting over one billion browsers to an Interest Group across Audigent’s network of publisher websites. A two-week campaign targeting the Interest Group across Privacy Sandbox inventory resulted in nearly five million impressions across 42,000 domains. This test provided valuable insights into the technical workflows and system requirements for scaling Interest Group creation and activation.

Jake Abraham, Chief Commercial Officer of Audigent, stated, “Our work with NextRoll has shown we can deliver scale when targeting with Interest Groups, marking a positive step forward for the viability of this approach.”

Contributions to Privacy Sandbox

Over the past five years, NextRoll has played a key role in shaping Google’s Protected Audience API, contributing recommendations to the W3C and partnering with industry organizations to advance testing and provide feedback for improvements. NextRoll has developed a new bidder to enable performance advertising across Chrome’s Privacy Sandbox.

Audigent’s extensive DMP footprint across millions of websites and daily reach of over 400 million Chrome browsers positions them as a leader in audience aggregation and segmentation. The collaboration with NextRoll aims to shape audience activation as the landscape of third-party cookies on Chrome continues to evolve.

FAQs:

1. What is the significance of the collaboration between NextRoll and Audigent?

The collaboration between NextRoll and Audigent represents a major breakthrough in Google Privacy Sandbox, enabling the creation and activation of Interest Groups without relying on third-party cookies.

2. How did NextRoll and Audigent conduct their initial test?

NextRoll connected over one billion browsers to an Interest Group across Audigent’s publisher network and ran a two-week campaign targeting the Interest Group across Privacy Sandbox inventory.

3. What role has NextRoll played in shaping Google’s Privacy Sandbox?

NextRoll has contributed recommendations to the W3C and partnered with industry organizations to advance testing and provide feedback for improving the utility of Privacy Sandbox APIs.

4. What is Audigent’s reach and footprint in the DMP space?

Audigent has a scaled DMP footprint across over two million websites with a daily reach of over 400 million Chrome browsers, making them a leader in audience aggregation and segmentation.

5. How does the collaboration between NextRoll and Audigent benefit advertisers?

The collaboration enables advertisers to maintain advertising performance while prioritizing user privacy, offering a privacy-forward audience solution in Chrome that is not reliant on third-party cookies.