The partnership brings identity and curation solutions to the supply-side platform Colossus Media to help advertisers tap into the latest developments of using data and identity — two critical changes based on the deprecation of cookies. By integrating Audigent’s identity and curation solutions, the Colossus SSP improves its unique, robust, inclusive marketplace, allowing highly-targeted private marketplace opportunities that take full advantage of a depth and breadth of inventory. Buyers now have an opportunity to pinpoint curated audiences within a very diverse spectrum.

Direct Digital Holdings' subsidiaries address distinct needs within the media and marketing ecosystem. Colossus SSP works with brands of all sizes, connecting them with both the general market and highly targeted multicultural and diverse audiences, serving as a one-stop shop for media inventory needs. “Working directly with purpose-built SSPs like this creates an opportunity for advertisers of all sizes to tap into the latest developments of data activation and identity, which are crucial amid a changing landscape,” said Drew Stein, CEO and co-founder of Audigent.

“We are focused on leading in purpose-driven programmatic investment for our clients and are excited about this partnership as a meaningful opportunity to move that effort ahead,” said Scott Ensign, Chief Strategy Officer, Butler/Till.