Cookieless Future: Goldbach implements data onboarding solution
Together with the Swiss technology companies Decentriq and Matto-Group, Goldbach is implementing one of the first data onboarding solutions in Switzerland. This enables advertisers to access relevant target groups efficiently and in compliance with data protection laws without using cookies.
As one of the first movers in the Swiss market, Goldbach has designed a cookie-free alternative solution for advertising targeting together with the Swiss technology company Decentriq and using its data clean room technology. Initial campaigns have already been implemented with Matto-Group, the leading technology provider for demographic targeting without third-party cookies. For this, the relevant target group was segmented and activated for targeting for Goldbach's largest advertising network in Switzerland.
New solution approach
As technological infrastructures, data clean rooms offer a protected environment for storing user data records securely and anonymously and for matching them between advertisers and marketers. In this context, a neutral technology provider offers advertisers the opportunity to define target groups based on persistent information such as e-mail addresses or mobile phone numbers and to match them with the corresponding data pools of the marketers by means of data onboarding. Marketers can thus activate these target groups on their inventories independently of third-party cookies, across devices, and in compliance with data protection laws. This procedure can also be used to implement other applications such as lookalike modeling or exclusion targeting.
Future-proof targeting solution
Juan Baron, Director Business Development & Strategy at Decentriq on the new targeting solution: "Data Clean Rooms are a new strategic pillar to foster close data relationships between brands and publishers." Further, Lorenzo Cerchiara, Head of Business Development at Matto-Group, explains, "Thanks to the use of long-lived advertising identifiers, we can continue to ensure the targeting of relevant audiences on high-quality inventories for advertisers." Nikki Hélène Hochweiler, Data Product Manager at Goldbach NeXT, adds, "We are pleased to already be able to offer advertisers, together with our partners, an efficient alternative to third-party cookies."
Decentriq's underlying technology meets the highest data protection and security standards. Confidential computing on Swiss servers guarantees maximum data security.
