SpotX Launches “Audience Lock” Feature to Protect Audience Data
As both media owners and ad buyers activate more first- and third-party data to improve targeting, additional safeguards are required around data protection. Designed for broadcasters, TV networks, OTT platforms, telecommunications companies and other owners of high-value, unique data, Audience Lock allows targeting in a secure environment, helping media owners raise their overall yields, particularly in live or linear OTT content, while delivering higher ROIs for advertisers.
The product will also help media owners manage the strict data privacy requirements they must operate under – regulations that vary country to country. It can be applied across both traditional direct and programmatic direct (private and Curated Marketplaces) transactions.
Audience Lock is an extension of SpotX’s commitment to enabling media owners to maximize the value of their inventory, Allen Klosowski, VP, Advanced Solutions Group at SpotX, explained.
“Effective transactions at scale are sometimes held back by legitimate privacy concerns shared by all parties,” Klosowski said. “Audience Lock alleviates these concerns by matching user IDs and audience segments in a controlled environment, and ensures proprietary data is only available for the campaign at hand and can be configured to expire upon campaign completion.”
“With the ability to define boundaries around who can see what data, media owners are able to protect the value of their data and facilitate direct sales, without concerns of data leakage or limiting buyer access to inventory.”
Audience Lock allows both buyers and sellers to activate data safely to fulfill their goals. For media owners, Audience Lock will allow them to activate their first-party data for an advertiser to target a campaign to reach viewers of specific shows, or that fit a specific profile.
For ad buyers, SpotX will enable a secure data escrow environment to allow buyers to bring their own audience data to media owners, with similar assurances that their data is protected. An example of this would be an auto manufacturer who wants to target customers who are near a lease termination date.
In both scenarios, SpotX will allow the media owner to apply their, or the advertiser’s, audience data inside SpotX, agree to deal terms with the buyer, and send inventory to the buyer in a completely secure environment to their chosen DSP. This way media owners and buyers can use audience data to create unique deal opportunities to reach the right audience at the right time in a secure, double-blind environment.
Additionally, SpotX will give media owners complete control on when to apply additional data protection measures, depending on the terms of the deal.
SpotX’s direct integration with media owners and DSPs enables verification and passing of audience information with every impression opportunity, uniquely positioning SpotX to solve data leakage issues. Audience Lock transactions are currently supported by Adobe Advertising Cloud, Amobee (formerly Turn), DataXu, MediaMath, ONE by AOL, The Trade Desk, and other leading DSPs.
SpotX’s various data partnerships also enable first- and third-party data from leading DMPs or proprietary data providers to be activated within SpotX’s platform.
Media contacts
SpotX – Chris Byrne, cbyrne@spotx.tv, +1 646 683 9184
About SpotX
SpotX is a video ad serving platform providing media owners with monetization tools for desktop, mobile and connected devices. The platform features modern ad serving and programmatic infrastructure, and other monetization tools, like solutions for OTT and outstream video ad units. SpotX gives publishers the control, transparency and actionable insights needed to understand buyer behavior, manage access and pricing, and maximize revenue. The company is headquartered in Denver, Colorado, and has offices in New York, San Francisco, London, Sydney, Amsterdam, Stockholm, Hamburg, Belfast, and Singapore. In July 2014, RTL Group, a leader across broadcast, content and digital, acquired a 65% stake in SpotX. For updates, follow SpotX on Twitter and LinkedIn.