SpotX Tool Aims To Protect Audience Data

Video ad-serving platform SpotX on Tuesday introduced a new feature, Audience Lock, that it said offers a secure environment to conduct data-driven targeting, allowing buyers and sellers to maintain control of their data ownership.

The company is responding to the fact that more media owners and ad buyers are turning to first- and third-party data for targeting and data requires more protection, SpotX claimed.

Audience Lock, designed for broadcasters, TV networks, over-the-top TV (OTT) platforms, telecommunications companies, and other owners of unique data, will help media owners raise their overall yields and manage strict data privacy requirements, and can be applied across both traditional direct and programmatic direct (private and curated marketplace) transactions.

Currently, Audience Lock transactions are supported by Adobe Advertising Cloud, Amobee (formerly Turn), DataXu, MediaMath, The Trade Desk, and other DSPs.

“Effective transactions at scale are sometimes held back by legitimate privacy concerns shared by all parties,” stated Allen Klosowski, SpotX's VP, advanced solutions group.

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“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.”

Klosowski continued: “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."

SpotX said Audience Lock will create a secure data escrow environment, allowing ad buyers to bring their own audience data to media owners, with similar assurances that their data is protected.

For example, say an auto manufacturer wants to target customers near a lease termination date. 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 secure environment to their chosen demand-side platform

Further, SpotX said it will give media owners control over when to apply additional data protection measures, depending on the terms of the deal.

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