NextRoll & Audigent: Activating Privacy Sandbox for Audience Targeting

Privacy Sandbox Adoption and Development

• 🚀 NextRoll has been actively involved in the Privacy Sandbox APIs for four years, contributing to working groups and testing capabilities.
• 💡 NextRoll is developing in-house capabilities for Privacy Sandbox and exploring ways to extend these to industry participants like publishers and audience data providers.

Partnership with Audigent

• 🤝 NextRoll partnered with Audigent, a third-party data provider, to activate Audigent's interest groups through NextRoll's Privacy Sandbox Demand-Side Platform (DSP).
• 🎯 This collaboration aims to leverage Audigent's aggregated data for audience targeting within the privacy-first framework.

Challenges and Solutions in Protected Audience API

• 🔑 Audigent, focused on publisher data monetization, faced a challenge as the Protected Audience API initially required interest group owners to also be buyers.
• 🧩 Audigent, not traditionally a buy-side company, worked with the Privacy Sandbox team to explore delegation and was introduced to NextRoll.
• 📈 This partnership enabled Audigent to deliver interest groups at scale and specificity to NextRoll's DSP for activation.

Future of Privacy-Forward Advertising

• ⏳ Both NextRoll and Audigent acknowledge the complexity of Privacy Sandbox and emphasize the need for significant testing within the ecosystem.
• 🌐 Increased market participation in testing is crucial to accelerate the development of a privacy-forward advertising world.