Data-based collaboration: Decentriq and Ad Alliance join forces

Ensuring neutrality in first-party data matching: this is the purpose of the new cooperation agreement between Ad Alliance and Swiss data clean room (DCR) provider Decentriq. The collaboration between the two firms provides advertisers with a secure and neutral environment to match their first-party data with that of Ad Alliance in a compliant and privacy-preserving way. 

Before the end of this year, Decentriq’s data collaboration platform will become the technological basis for post-cookie addressability on Ad Alliance inventory. The DCR solution is tailored to the needs of publishers, brands and agencies. It enables targeting and addressability according to specific customer requirements — with fast, simple implementation and use for all parties. Advertisers gain a secure, neutral space to overlap their first-party data with Ad Alliance data to discover new customer insights, create audience segments, and set up targeting to run highly specific and effective campaigns.  

Securing data sovereignty has the highest priority, especially when using sensitive and personal data. This is ensured through the cooperation with Decentriq, and the philosophy they share with Ad Alliance: No compromises on data protection! 

Martin Hoberg, CTO Ad Alliance: “High-quality data, data protection, and the trust of our users has absolute priority. ‘Safety first’ is our motto, and with Decentriq, we’ve found a partner that fully meets our high standards. Our colleagues at Decentriq understand the specific needs of this industry. With their headquarters in Switzerland and focus on European customers, they fit exceptionally well in our tech and data strategy that relies on strong European solutions." 

The deprecation of third-party cookies demands new strategies and technical solutions to make first-party data usable. Ad Alliance is investing in a three-tiered data strategy, in which Decentriq is a crucial component for securely and compliantly connecting customer data. The Zurich-based company is a pioneer globally with its application of confidential computing for secure data collaboration and emerged as the winning solution after a rigorous evaluation process. 

Now, Ad Alliance is bringing this technical leadership and high level of service together with the curated, high-quality content in its portfolio — an asset for the automotive, finance, FMCG, and telecommunications industries, but even more so in the retail media space, where data matching plays an outsized role. Decentriq’s data clean room platform is the guarantee for seamless, encrypted, confidential data processing through the entire process. 

Maximilian Groth, CEO and Co-Founder of Decentriq: “Marketers are looking for sustainable solutions to reach their target audiences without third-party cookies. Closed ‘walled-garden’ platforms can’t be the only answer when users spend most of their time on the open web. Together with Ad Alliance, we’re offering brands in Germany a sustainable space for growth: premium inventory with excellent reach across the German media landscape, made possible by privacy-by-design technology.”

Read the original, German version of this press release on the Ad Alliance website.

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Ad Alliance

Ad Alliance is the advertising sales house of RTL Deutschland. It is a leader in individual, cross-media brand communication and is responsible for the sale of advertising space for the channels and offerings of RTL Deutschland as well as the video and technology specialist smartclip. The team also markets selected brands and genres for Media Impact and Bauer Advance as a service provider and proprietary trader. The portfolio covers around 500 media brands, the TV, print, digital, ATV and audio genres — and thus reaches almost 100 percent of people in Germany. Content consulting and the use of innovative technological solutions are part of the brand staging — from programmatic to context- and data-based advertising playout of advertising.

‍www.ad-alliance.de