Martech interview with Nick Pinks
Nick, please let us know how you navigate challenges in the rapidly evolving AdTech industry as the CEO of Covatic.
When it comes to the AdTech industry, technological updates and regulatory changes are almost a weekly occurrence so, being adaptable in the face of challenges has been imperative in Covatic’s journey as a company. After investing in years of R&D and testing, we now have a product that uses on-device technology to learn about audiences and assign them to cohorts based on the activity on that device. This means that their personal data is kept totally secure by never leaving their device and that advertisers can use what they know about a group to address the right ads to the right people, without knowing who is in that group, or what other groups they belong to.
By not having to create large, expensive, and complex identity tracking systems – the current industry standard – we are solving the age-old advertising aspiration of reaching the right person at the right time, all while protecting the privacy of the user.
Nick, please let us know how you navigate challenges in the rapidly evolving AdTech industry as the CEO of Covatic.
When it comes to the AdTech industry, technological updates and regulatory changes are almost a weekly occurrence so, being adaptable in the face of challenges has been imperative in Covatic’s journey as a company. After investing in years of R&D and testing, we now have a product that uses on-device technology to learn about audiences and assign them to cohorts based on the activity on that device. This means that their personal data is kept totally secure by never leaving their device and that advertisers can use what they know about a group to address the right ads to the right people, without knowing who is in that group, or what other groups they belong to.
By not having to create large, expensive, and complex identity tracking systems – the current industry standard – we are solving the age-old advertising aspiration of reaching the right person at the right time, all while protecting the privacy of the user.