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Kochava, a real-time data solutions company for attribution and measurement, has acquired DigiCenter, a provider of multi-device identity data and graphics for marketers, publishers and ad technology providers . Companies have been collaborating on privacy-focused data promotion projects since 2019.
Thanks to the acquisition, the Kochava collective, the world’s largest independent mobile data marketplace, will further strengthen its data footprint held by FreeAppAnalytics with identity data elements from Digicenter. Using the power of Kochava’s IdentityLink solution for cross-device measurement, integrated consent management, data integration and audience enrichment, this will translate into a comprehensive data offering for healthcare professionals. marketers, publishers and ecosystem providers.
The Kochava Collective is a privacy-driven data marketplace with key data points on over nine billion unique devices worldwide, including the largest hashed email file. With the acquisition of DigiCenter, the Kochava collective now has over a billion hashed emails in its device database.
“We’ve been working together as partners for a year,” Kochava CEO Charles Manning said in an interview with GamesBeat. “We have our measurement side of our platform activity, which is our attribution analysis, fraud, mitigation, data syndication. And then we have a data side of our company, which we call the Kochava collective. And it has really grown over the last four years since we created it. We use our data from our Free App Analytics product in this system. And we market it and we monetize this data with our corporate clients. “
He added, “But once we started doing that, we found that our customers were so interested in this data that they started asking for other types of high quality data just like what we were doing with the reaction analysis. And we started to develop relationships around different partnerships. And one of them was with Dom and his company, DigiCenter, which was one of the largest national hashed email addresses for mobile device data providers. “
DigiCenter collects email addresses hashed with user consent as an alternative to tracking cookies. Kochava also focused on consent-based data collection. With the user’s consent,
“It has become so strategic that we both agree it would be a great opportunity to bring it all together under one roof and really maximize the potential,” Manning said. “So that was really the thesis, and we’re really happy to be working so closely together.”
Follow-up with consent
DigiCenter must keep data on when it gets user acceptances, such as what time it arrived and how users respond to a data privacy questionnaire. This data privacy consent has a legally binding audit trail due to its language of acceptance.
“We were fortunate, when we started the business, to see all of these things,” said Perfetti. “So when we started the business in June 2019, we knew these were issues. We knew it was going to happen. So in essence we have taken the approach of preparing for an opt-in only world. In two years, if everything is opt-in, we will keep our data in a database, because we have been collecting opt-ins with audit trails for years, instead of having to throw them away like everyone else. had to. do in Europe. “
Accurate device matching is essential to unravel the cryptic web of cross-device content consumption and extend digital reach. Kochava bridges the gap by deterministically matching internal hashed email addresses to specific mobile ad identifiers (MAIDs) and linking the hashed emails to a full person graphic. With these ingredients, marketers and publishers can gain insight into mobile ad interactions, in-app activity, website visits, and other crucial touchpoints in a holistic, people-based view. .
“We are delighted that the powerful database and DigiCenter team are part of Kochava,” said Manning. “With the changes in the adtech ecosystem, this acquisition adds to the privacy first and data consent approach that the ecosystem wants.”
The IDFA change
Apple cracked down on privacy issues by making changes to the Identifier for Advertisers (IDFA) in iOS 14.5. This means that game and mobile app companies can no longer track users for the purpose of sending them targeted advertising without users’ consent. Manning thinks this is great and will help companies move to Kochava and DigiCenter, as their goal is to get users to agree to be followed. Today, around 45% of the users of Kochava’s client companies adhere to it.
“It’s Apple’s platform, and you can’t get around the rules,” Manning said. “And big brands, the kind of companies we serve, care about compliance.”
The Kochava collective is powered by the company’s free measurement product, Free App Analytics, and some premium data partners. The Kochava collective does not include, share or authorize any data from customers of the business measurement platform. Collective data is stored independently of the Marketers operating system (m / OS), where business customers measure and optimize their campaign activity across devices and channels. The Collective complies with all regulations relating to the privacy and consent of user data, including those related to the California Consumer Privacy Act (CCPA), the General Data Protection Regulation (GDPR) in Europe and the new AppTrackingTransparency (ATT) framework. ) from Apple on iOS 14.5, Manning said. .
DigiCenter CEO Domenic Perfetti said in an interview that he has worked with Kochava over the past year to bring bundled deals to customers. Now they will be able to work more closely together.
The DigiCenter imprint will join the Collective. It includes over 320 million unique people in the United States, 180 million unique households, one billion unique emails and 200 billion ongoing monthly events to further improve the targeting of connected television (CTV) and over- the-top (OTT). DigiCenter takes a privacy-focused approach, with notice and consent when collecting data. Data is collected via opt-ins, with audit trails on events collected and profiles created. The DigiCenter team will join Kochava and pursue a common vision to empower the privacy and data-driven marketers of the future. Perfetti has been appointed new general manager of the Kochava collective.
Kochava has 160 people and DigiCenter four people. But DigiCenter has an important role in the ecosystem, Manning said.
“My thesis is that tools like ours need to have an element of consent traceability,” Manning said. “Because managing from a risk perspective, each of these platforms, and each of these jurisdictions, is not for the faint of heart. And that it’s not enough to follow the rules, but that large organizations, like our customers, rely on and depend on platform technology to have a traceable consent history, not just confirmation that they feel compliant. . And I think that’s going to be a trend that we’re going to see as an industry in a number of different areas.
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