• by Ray Schultz , May 8, 2024

Publishers and advertisers are being offered new help in coping with a shifting privacy landscape. 

Optable, provider of a software-as-a-service (SaaS) solution for the advertiser ecosystem, has formed a strategic partnership with Raptive, a firm that powers the advertising businesses of over 5,000 websites.

To goal is to empower publishers with identity management and data collaboration tools as the field faces increasing privacy regulation and changes like third-party cookie deprecation.  

"It's not just about adapting to changing consumer behavior; it's about fundamentally reimagining how media companies operate in the age of privacy," says Paul Bannister, chief strategy officer, Raptive. 

Bannister adds, "Our collaboration with Optable represents a key part of our move towards privacy-centric advertising solutions that safeguard user data while enabling continued revenue growth.” 

The firms argue that identity management and enrichment tools that grow a publisher’s addressable footprint are essential for protecting revenue streams. In addition, data collaboration is not a way for publishers to increase revenue with the help of advertisers’ data. 

The new arrangement allows marketers to leverage first-party data and reach their audiences across Raptive's hundreds of millions of monthly users, the companies say. 

Privacy, while a bringer of change, has also created opportunity for forward-thinking firms, they add. 

"The shifting web identity landscape poses both a threat and opportunity for media companies, driving the need for innovative solutions," says Bosko Milekic, co-founder and chief product officer, Optable. "We've dedicated ourselves to empowering media companies to safely deliver advertisements to consumers amidst these challenges."