Advertising Should Be Rooted In Real Customer Data

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Find out what Vlad Stesin, co-founder of Optable, has to say about next-gen ad products and frictionless data collaborations

“The exciting next generation of ad products is not about formats — it’s about using audience data in a compliant, privacy-preserving manner. Ultimately, any personalised online experience, including advertising and ecommerce, will create better outcomes when these experiences are rooted in real customer data,” says Vlad Stesin, Chief Strategy Officer and co-founder of Optable.

Inspired by the radical transformation in how data is governed, connected, and used, veterans of the adtech industry built Optable to address the need for a new generation of privacy-preserving data connectivity software. Stesin talks about the company tech, data connectivity trends, and frictionless data collaborations.

Excerpts from the interview

How can online identity and personal data, in compliance with privacy, be used for personalisation strategies? What are some of the next-gen ad products that excite you the most?

As public identifiers such as third-party cookies gradually disappear, we see an emergence of more aspiring walled gardens: publishers and other companies that create their first-party data strategies under the umbrella of consent act as custodians of this data and make it usable for advertising using data cleanroom technologies.

The exciting next generation of ad products is not about formats — it’s about using audience data in a compliant, privacy-preserving manner. Optable effectively enables organisations to collaborate by guaranteeing trust through software.

Ultimately, any personalised online experience, including advertising and ecommerce, will create better outcomes when these experiences are rooted in real customer data.

What are some of the core pain points that Optable’s data clean room capabilities address?

In the newly fragmented world, the building blocks of advertising — planning, measurement, and activation — need to be reconstructed using privacy-preserving approaches. All of this was possible to do previously with public identifiers. In this new age of adtech, the same functionality can only be made possible through explicit collaboration with the partners involved. Again, we make that possible by making it possible to trust partners by using our software simply.

What data connectivity trends do you anticipate?

We see data connectivity as an underlying layer that supports data collaboration. As more and more walled gardens emerge, we expect to see hyper fragmentation of identity across the board. The main challenge is using technology to securely compare data across the fragmented landscape.

How can tech help achieve frictionless data collaborations?

The notion of frictionlessness is important: it implies that customers should be fully enabled to collaborate with their partners. That is where features like Optable’s Flash Nodes help. Customers can create purpose-limited, permissioned clean rooms and invite their partners to collaborate. The partners that customers collaborate with don’t have to be Optable customers. We have other tools at our disposal that help with this as well. For instance, we make available a secure open-source tool that can be used for the same purpose – comparing data in the safest possible manner.

Another aspect of our frictionless approach is the openness of our protocols. We’ve open-sourced implementation of secure protocols we use, making it possible for any other third party to create an integration with our platform.

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