First-party data solution for publishers as TripleLift acquires 1plusX

Publishers and advertisers can now take control of their data and address audiences effectively in the absence of third-party cookies.

Adtech firm TripleLift has bought 1plusX, a first-party data activation platform. 1plusX’s technology helps both publishers and advertisers address their audiences with privacy-centric solutions.

The industry is constantly shifting as third-party cookies, cross-domain and cross-app targeting, and audience choice are all evolving to better control user information. 

“We have built one of the most sophisticated first-party data management platforms in the world,” said Juergen Galler, CEO & Co-Founder, 1plusX. “Our core product, an AI-driven intelligence solution, takes in a client’s data, enriches it, and then turns it into precise audience and asset profiles in real-time. By providing user-based behaviour insights, our clients can activate them on relevant channels from the web to connected TV." 

Filling the cookie void

TripleLift was initially founded by creating native ads for the open web, which are inherently contextual formats. It offers data-driven Exchange Traded Deals (ETDs) which are impression-level, outcome based targeting signals that drive advertiser performance without the use of third-party cookies. 

The acquisition of 1plusX gives TripleLift reinforces the company’s ongoing commitment to supporting both publishers and advertisers through the coming industry changes.

“Publishers are already sitting on one of the largest potential goldmines of data to fill the cookie void: publisher first-party data, which includes contextual, registration and on-site behavioural data,” said Paul Bannister, Co-Founder and Chief Strategy Officer, CafeMedia. “This acquisition signals to the industry that a much needed investment in first-party solutions is finally here and it’s being jump-started by TripleLift with this acquisition.” 

In-housing data strategy amidst GDPR concerns 

Primarily operating in the privacy-advanced European market, compliance is at the core of 1plusX’s technology which processes billions of data signals each day. 

Many of the largest and most sophisticated publishers in the world have benefited from 1plusX’s solutions. “Working with 1plusX allowed us to break free from several third-party data providers and create a full in-house data strategy in time for GDPR’s enforcement,” said Carsten Schwecke, CEO, Axel Springer All Media. 

“As a result, while most media companies were experiencing shrinking targeting revenues, we increased ours with the help of 1plusX. Joined together, these two companies are uniquely positioned to deliver the first-party data solutions essential to helping publishers like Axel Springer increase yield in the wake of the privacy changes taking place across our industry.”