• by Ray Schultz , December 5, 2024

33Across has expanded its partnership with PubMatic to help advertisers conduct programmatic advertising in a cookieless environment. 

The arrangement integrates PubMatic Connect and 33Across’s Lexicon identity resolution/addressability technology. Buyers can now reach cookieless audiences across more than 500 segments, 33Across says. 

In turn, PubMatic’s clients can target, cap frequency and expand cookieless campaigns.

“By leveraging Lexicon’s technology, we can offer our buyers unparalleled precision and scale, while also driving increased monetization opportunities for our publishers,” says Howard Luks, VP of audience solutions at PubMatic.

PubMatic Connect utilizes addressable signals from the open internet to help media buyers reach audiences.

33Across offers over 1,000 audience segments built from first-party data provided by 800,000 publishers, including those in the auto, politics and sports categories.

Lexicon enables programmatic buyers to reach users across all browser types.

“Expanding our supply-side audience partnership with PubMatic to include Lexicon capabilities is a pivotal move in helping marketers connect with users across all browsers,” says Paul Bell, president of 33Across. “By integrating cookieless addressability into PubMatic Connect, we’re empowering clients to expand their reach while prioritizing user privacy.