D/Cipher, launched in 2023 by Dotdash Meredith, intelligently targets ads without invasive tracking, leveraging the insights from millions of user interactions. Former AdTheorent CEO Lawson will spearhead the tool's expansion, which has proven effective for the company, leading to the new service, D/Cipher+. This additional offering aims to provide advertisers targeted ad solutions beyond Dotdash's own platforms, creating a new revenue stream for the publisher. This expansion is backed by a partnership with OpenAI, and it's timed with Dotdash Meredith reaching $1 billion in digital revenue for 2024.
"Our signal is so much better. We've got 30 million users a day on the best brands ever. We know exactly what people want. He (Lawson) is going to help us turn this into what we think is going to be an amazing way to target the open web," Vogel said.
"The effectiveness of the tool inspired the publisher to expand D/Cipher's targeting solutions and make them available to any advertiser, even if those ads don't run on Dotdash Meredith's own properties."
"Lawson, who will report to Vogel starting this week, will oversee D/Cipher's expansion. In an interview, he called Dotdash Meredith's ability to translate the signals from billions of user impressions across its sites to high-performing media campaigns across the premium open web 'unrivaled' by any other ad tech offering today."
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