"Meet Rewarded Interest, a company launched last year by Scott Spencer and Thede Loder. Spencer was a long-time Google ad tech product leader who joined with the DoubleClick acquisition and Loder was most recently an engineering leader at Microsoft via the acquisition of RiskIQ. Spencer and Loder are attempting an idea that has been tested many times, but never brought to life successfully - although there's a new twist this time. Rewarded Interest has a Chrome browser extension that promises users a cut of the revenue they generate from online tracking data."
"The Rewarded Interest ID is a programmatic tool, akin to an ID5 or The Trade Desk's Unified 2.0. A user's info is placed in the OpenRTB identity field as an encrypted set of numbers, which advertisers can unlock, so to speak, but only if they partner with Rewarded Interest and accept the 10% media fee for using the ID. Half of the fee goes to the user, half goes to Rewarded Interest."
Rewarded Interest pairs ad tech and cybersecurity expertise to offer a Chrome extension that automates consent pop-ups and promises users a share of tracking revenue. The extension captures user privacy preferences once and applies them across consent banners to reduce friction and bounce rates. The service issues a Rewarded Interest ID placed in the OpenRTB identity field as an encrypted identifier. Advertisers must partner and accept a 10% media fee to use the ID; half of that fee is paid to users and half retained by Rewarded Interest. The ID can be integrated into advertiser CRM and used for cross-device programmatic tracking.
Read at AdExchanger
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