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The founders of AdGear – a Canadian DSP and ad server acquired by Samsung Ads in 2016 – raised $3.6 million in seed funding to build a SaaS data connectivity platform called Optable.
Optable uses specialized algorithms that ensure the secure transmission of encrypted audience data. The cryptographic technology allows for decentralized and secure data collaboration.
Marketers and publishers could use the technology for both activation and measurement use cases. The tech is not built on blockchain, although it uses similar protocols, Optable CPO Vlad Stesin said.
Optable is launching at a time when marketers are refocusing their first-party data strategies as third-party cookies disappear. Additionally, Apple last week made its IDFA opt-in, likely limiting its use for advertisers. Privacy regulations in Europe, California, Virginia and elsewhere have created a fragmented ecosystem.