More than 200 million people today sit in the shadows of addressability, including 150 million iPhone users. But the results from a new campaign collaboration show that despite mounting challenges due to signal loss, privacy shifts and fragmented device ecosystems, there is a way to restore addressability at scale and drive meaningful business outcomes - and it comes from a combination of the right identity resolution and high-quality data.
On Tuesday, Roqad, a company that now describes itself as "the LiveRamp of Europe," announced its acquisition of Zeotap-Data, the third-party data division of Zeotap, a startup that once wanted to be the LiveRamp of Europe. Both companies declined to share the financial terms. Roqad CEO Carsten Frien told AdExchanger the deal will help Roqad expand its identity resolution business through access to scaled third-party audience segments and Zeo tap Data's integrations with around 30 ad tech partners, including The Trade Desk, Adform, Google's DV360 and Amazon DSP.
Over the past decade, marketers have become experts in identity resolution. We've mapped behaviors across devices, stitched together customer records, and built sprawling graphs that promise a 360-degree view of the customer.
Trust is everything in today's data-driven ecosystem-especially for large enterprises managing sensitive and regulated data...our systems, policies, and culture are built around protecting their most critical assets.