The partnership between the two companies will enable publishers and advertisers in the post-cookie era to deliver advertising in a targeted and privacy-compliant manner – away from walled gardens. Through Xandr’s marketplace, partners will have access to a sell-side platform and demand-side platform that are compatible with numerous ID solutions. These include netID, so that in future, publishers and advertisers will be able to exploit and control advertising campaigns individually without third-party cookies.
The netID login standard offers privacy-compliant authentication of users and cross-device control over data usage. netID is designed as an open standard and guarantees independence and neutrality for advertisers, publishers and e-commerce providers. The netID single sign-on is available free of charge to all market participants. The two consent products, netID Professional and netID Enterprise, offer companies legally compliant consent management and – together with netID single sign-on – can be combined with all current consent management platforms that support the Transparency and Consent Framework 2.0 (TCF 2.0).
“Google’s recent announcement to abandon tracking in future once again clearly shows: publishers, AdTech companies and advertisers need to come together to develop a transparent and open advertising ecosystem – away from walled gardens. Our cooperation with Xandr is another step in this direction and offers advertisers in Europe the possibility of delivering personalized ads simply, across devices and privacy-compliant, even without third-party cookies,” says Sven Bornemann, CEO of the European netID Foundation. “We are very much looking forward to working with Xandr on the Publishing/Marketing Advisory Board.”
“To prepare for the post-cookie era, AdTech companies need to change and develop solutions that continue to deliver targeted advertising – privacy-compliant and transparent for the user,” added Thomas Mendrina, Senior Director, Publisher Central Europe at Xandr. “By integrating netID into our end-to-end platform, we offer publishers and advertisers such a solution, as well as the possibility of continuing to manage and optimize campaigns across devices in future.”
About the European netID Foundation
The European netID Foundation was established in March 2018 by Mediengruppe RTL Deutschland, ProSiebenSat.1 and United Internet with its brands WEB.DE and GMX. With an independent market solution, the foundation supports Internet offerings from all industry sectors with the implementation of the new European data protection law and for this purpose has created the open login standard netID. The initiators of the foundation together reach around 50 million individual users every month and together have more than 38 million active accounts. The foundation is explicitly open to additional partners and initiatives. Further information is available at www.enid.eu.
A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest and Xandr Monetize, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.
Press contact at the European netID Foundation:
Alexandra Roszkowski, +49 89 46 133 46-21, email@example.com