AdTheorent Also Earns Top Ranking Among Pure
Play DSPs in Neutronian's Q2 2023 Data Privacy Scores
Report
NEW
YORK, June 21, 2023 /PRNewswire/ -- AdTheorent
Holding Company, Inc. (Nasdaq: ADTH) ("AdTheorent" or "the
Company"), a programmatic digital advertising leader using advanced
machine learning and privacy-forward solutions to drive advertiser
outcomes, announced today that it has earned Neutronian's NQI Data
Quality certification, awarded to companies that maintain the
highest standards of data quality, privacy, and transparency.
AdTheorent also earned the top ranking among pure play DSPs in
Neutronian's Q2 Data Privacy Scores report, further strengthening
the company's position as a machine-learning focused industry
leader delivering the most privacy-forward methods to deliver high
performing programmatic ad campaigns.
AdTheorent received Neutronian's NQI Data Quality certification
for its groundbreaking new audience targeting solution built using
AdTheorent's audience builder, ABi™. Put
simply, ABi facilitates the development of algorithms which
are designed to ensure that ads are served only to users who belong
to a desired customer-specified audience. More
specifically, AdTheorent Predictive Audiences leverage
customizable and primary-sourced seed data sets to mimic the data
profile of an advertiser's desired target audience. In a major
departure from industry-standard audience segments, that seed data
set is not relied-upon for direct ID-based targeting. Instead
AdTheorent's machine-learning platform reads signals from those
data sets to inform predictive models which score programmatic
inventory based on its likelihood to reach individuals within the
desired profile. This privacy-forward predictive scoring delivers
superior audience quality and KPI performance without the use of
personally identifiable information, cookies, or IDs of any
kind.
To become Neutronian Certified, AdTheorent underwent a
comprehensive audit of the processes, procedures and data used to
build AdTheorent Predictive Audiences. The "Certified
by Neutronian" badge, supported by proprietary and innovative
data-evaluation procedures, helps brand and agency marketers
identify high-quality, privacy compliant datasets to use for their
marketing efforts. For buyers of marketing data, Neutronian
certification provides transparency and clarity with an independent
verification of data quality. This eases the data vetting burden on
buyers and helps high-quality data providers stand out from the
rest.
To become Neutronian certified AdTheorent went through a
rigorous audit process covering five main categories of data
quality, privacy and transparency including:
- CONSENT & COMPLIANCE
-
- Consent standards and opt-in/out process
- Privacy and compliance disclosures (ex. GDPR, CCPA, etc.)
- SOURCING TRANSPARENCY
-
- Data sources and data capture mechanisms
- Transparency of data sources and data use details
externally
- DATASET CHARACTERISTICS
-
- Type(s) of dataset – deterministic and/or modeled
- Data cleansing practices – de-duplication, removal of
fraudulent data, etc.
- METHODOLOGY &PROCESSING
-
- Data processing and retention controls
- Statistical methodology utilization – modeling, weighting,
etc.
- PERFORMANCE
-
- Methods used to evaluate data accuracy
- Frequency of evaluating data performance
AdTheorent exceeded all Neutronian Certification criteria
providing marketers the confidence that AdTheorent Predictive
Audiences have been qualified through a rigorous and in-depth audit
of data sources, processes and privacy compliance.
"Since 2012, long before machine learning and AI emerged as en
vogue marketer talking-points, AdTheorent has been developing
advanced algorithm-based solutions to improve advertiser outcomes
while respecting user privacy," said Jim
Lawson, CEO of AdTheorent. "AdTheorent's new audience
building capabilities are an exciting advancement for AdTheorent
and our industry, and we are honored to receive the Neutronian NQI
Certification and top-scoring DSP recognition, validating our
ongoing commitment to responsible data use, transparency and an
unwavering commitment to user privacy."
"We are pleased that AdTheorent has earned Neutronian
Certification for its prioritization of data quality, privacy, and
transparency," said Lisa Abousaleh,
CEO and co-founder of Neutronian. "AdTheorent's use of machine
learning to drive superior business outcomes in a transparent and
privacy-forward way is a tangible differentiator in the
programmatic adverting ecosystem."
About AdTheorent:
AdTheorent (Nasdaq: ADTH)
uses advanced machine learning technology and privacy-forward
solutions to deliver impactful advertising campaigns for
marketers. AdTheorent's machine learning-powered Platform AT
powers its predictive targeting, geo-intelligence, audience
extension solutions and in-house creative capability, Studio AT.
Leveraging only non-sensitive data and focused on the predictive
value of machine learning models, AdTheorent's product suite and
flexible transaction models allow advertisers to identify the most
qualified potential consumers coupled with the optimal creative
experience to deliver superior results, measured by each
advertiser's real-world business goals.
AdTheorent is consistently recognized with numerous technology,
product, growth and workplace awards. AdTheorent was named an
AdExchanger 2022 Top 50 Programmatic Power Player and was honored
with an AI Breakthrough Award and "Most Innovative Product" (B.I.G.
Innovation Awards) for six consecutive years. Additionally,
AdTheorent is the only six-time recipient of Frost & Sullivan's
"Digital Advertising Leadership Award." In September, evidencing
AdTheorent's continued prioritization of its team,
AdTheorent was named a Crain's Top 100 Best Place to Work in
NYC for the ninth consecutive year. AdTheorent ranked fifth in
the Large Employer Category and 17th Overall in 2022.
AdTheorent is headquartered in New
York, with fourteen offices across the United States and Canada. For more
information, visit adtheorent.com.
About Neutronian:
Neutronian is a SaaS company
providing the industry's most comprehensive approach to data
privacy and quality verification. Using a standard evaluation
framework, Neutronian produces independent data privacy "credit
scores" and in-depth data quality certification. These solutions
provide marketers with the transparency they need to confirm that
their data and inventory partners are privacy compliant and ensure
that their campaigns are running in privacy safe environments. High
quality, privacy compliant data providers that work with Neutronian
to improve their data privacy scores or achieve certification can
be rewarded via faster sales cycles and increased customer trust.
For more information, please visit neutronian.com.
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SOURCE AdTheorent