Sharethrough, a worldwide independent omnichannel ad exchange, has teamed with Optable, a SaaS data connectivity technology created for the advertising ecosystem in the age of privacy. It gives marketers unparalleled access to first-party data assets for campaigns without having to physically share audience data, laying the groundwork for a data collaboration infrastructure that will fuel the future of digital advertising.
Optable’s technology makes use of cryptography to enable decentralized collaboration around audience data, allowing users to securely and privately connect audience data with certified partners. Solutions aimed at connecting various data carriers together will become increasingly important for the advertising ecosystem as walled gardens grow more popular.
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