#United States #San Francisco #NextRoll #Audigent #Privacy Sandbox

NextRoll and Audigent Collaborate for Audience Activation in the Privacy Sandbox

On January 7, 2025, a significant advancement emerged in the realm of digital marketing as NextRoll, a San Francisco-based marketing technology firm, partnered with Audigent, a prominent data activation and curation platform under Experian. The two companies announced the activation of Audigent Interest Groups on the AdRoll DSP, marking a noteworthy milestone in audience activation within Google’s Privacy Sandbox.

Understanding the Collaboration

This collaboration represents the first successful utilization of Google's Protected Audience API (PAAPI) by combining data management platform (DMP) insights with demand-side platform (DSP) activation. This innovative approach enables the creation of Interest Groups without relying on third-party cookies, thereby prioritizing user privacy while maintaining effective advertising strategies.

Roli Saxena, the CEO of NextRoll, emphasized the importance of privacy in digital marketing. “We are committed to protecting user privacy while helping brands maintain advertising performance,” Saxena stated. He added that the solutions developed through the Privacy Sandbox would empower advertisers to continue utilizing upper funnel and retargeting tactics while ensuring privacy is upheld.

Initial Test Results

The initial test connected over one billion browsers to a targeted Interest Group, allowing NextRoll to execute a two-week advertising campaign across Privacy Sandbox inventory. The campaign resulted in nearly five million impressions distributed across 42,000 domains, providing valuable data on the technical workflows and system requirements essential for larger-scale Interest Group creation and activation. This collaboration not only aims to enhance advertising performance but also investigates ways to more effectively mobilize audience data in a changing landscape.

Jake Abraham, Chief Commercial Officer at Audigent, remarked on the vital nature of this development. “Understanding how to activate within PAAPI is a priority, and our partnership with NextRoll has demonstrated that we can achieve significant scale in targeting with Interest Groups. This is a positive advancement for the viability of this approach.”

The Role of NextRoll in PAAPI Development

Over the past five years, NextRoll has contributed significantly to the evolution of what is now known as PAAPI. This has involved offering recommendations to the World Wide Web Consortium (W3C) and collaborating with the Interactive Advertising Bureau (IAB) and Google Chrome team to conduct tests and provide critical feedback aimed at enhancing functionality. The creation of a new bidder by NextRoll is also noteworthy, promising to optimize performance advertising across Chrome’s Privacy Sandbox.

Audigent's Data Reach

Audigent boasts a robust DMP presence across more than two million websites, achieving a daily reach of over 400 million browsers on Chrome. This extensive reach is fundamental for constructing actionable Interest Groups, providing both companies a significant opportunity to influence audience activation as the online advertising framework evolves.

As third-party cookies phase out, innovative partnerships like the one between NextRoll and Audigent highlight the potential for a new era in digital marketing, centered on privacy and data utility.

An Invitation for Collaboration

Advertisers and agencies interested in testing this pioneering approach are encouraged to reach out to the NextRoll team. This collaboration serves as a testament to the evolving digital landscape and the importance of maintaining robust advertising strategies in compliance with privacy regulations.

With the continued growth of privacy-focused marketing solutions, NextRoll and Audigent are paving the way for a future where effective audience engagement aligns with consumer privacy and data protection principles.