Our latest advertising technology (AdTech) update features a new solution: Covatic Audience Linking. Today, UK-based AdTech solution provider Covatic introduced a groundbreaking platform for media owners and advertisers. The new solution empowers media companies to pool and leverage audience data across multiple platforms and digital properties. Now, advertisers can reach a wider, more targeted audience while optimizing campaign performance. All this is possible in a data-secured environment. By creating a unified view of audience segments, Covatic is redefining the possibilities for cross-platform advertising and enhancing the overall customer experience.
Yesterday, Outbrain-Teads Merger: A Billion-Dollar Deal To Transform AdTech, providing new AdTech opportunities to customers. Covatic’s new solution marks a good week for the advertising technology industry.
Privacy regulations such as GDPR and CCPA have made AdTech solutions scamper for new capabilities. In a conversation with Intent Amplify’s Head of Global Marketing Sudipto Ghosh, Covatic’s CMO Sarah Whitfield mentioned Audience Linking’s ability to tackle the “challenge of recognizing anonymous users across various apps, websites, smart speaker skills, and CTV services in a privacy-secure and scalable way.”
This “clean room-lite” AdTech solution provides granular-level audience knowledge to the media owners; and, a highly addressable and targeted advertising experience to the advertisers. AdTech customers can leverage first-party data with this new solution without needing any insights from third-party cookies. This way the customers can have more control and transparency in their digital advertising campaigns served on different platforms and channels.
Covatic’s technology achieves an impressive 65%-85% precision and recall rate in identifying household members, setting a new benchmark in CTV advertising accuracy.
