Last week, Google released an in-depth case study detailing breakthroughs from NextRoll and Audigent, a part of Experian within Google Privacy Sandbox.

As a leading data technology company, Audigent recognized the shift in the digital advertising landscape and has been a pioneer in navigating the Privacy Sandbox to support future needs of advertisers, publishers and partners. NextRoll, a marketing technology company and early adopter of Privacy Sandbox technologies, shared Audigent’s vision to prioritize consumer privacy and protect independent publishers’ futures. These shared visions led to a partnership that produced first-of-its-kind efforts, leveraging the Protected Audience API (PAAPI) to activate Interest Groups at scale on a demand-side platform (DSP). Their goal was to determine the scale, breadth, and accuracy of data using the Protected Audience API while seeing how that data can transact and monetize across the programmatic ecosystem.

“As an industry, we need to embrace the fact that online advertising is changing, and it's imperative to explore every possible new avenue to help our brand and media agency partners maintain continuity, scalability, and performance around their media buying capabilities. Protected Audience and interest groups certainly open the door for data companies like ours to continue to activate data at scale while championing consumer privacy. We are excited to become the cornerstone data asset for our media buying partners in Privacy Sandbox as well as provide this infrastructure to our data partners.” - Jake Abraham, Head of Strategic Partnerships, Experian Marketing Services

To validate the core functionality of Interest Group creation and buying, Audigent took the initiative to build a basic, in-house bidding infrastructure, establishing a proof of concept. They successfully activated over 1,100 interest groups across more than 1.5 billion Chrome browsers, showcasing their ability to handle large-scale data within the Protected Audience API framework.

Then, Audigent and NextRoll aimed to validate the activation of Audigent’s data through the AdRoll DSP and unlock which inventory was purchased, how it was priced, and across which exchanges it was traded. This involved connecting browsers to interest groups across Audigent’s network of publisher websites and running a two-week campaign delivering nearly five million impressions across 42,000 domains.

The successful delivery of segment creation and achieving scale is a critical milestone in Privacy Sandbox development that generates valuable insights for the entire advertising industry. Before this, Privacy Sandbox technology had primarily focused on remarketing, and this work validated the PAAPI’s potential for targeting upper-funnel audiences. The testing also led to new recommendations for improving the API that was shared with the Privacy Sandbox team.

Looking ahead, Audigent plans to scale its testing efforts, explore campaign optimization techniques with NextRoll, test CPM variability, and more. Contact us with any questions or interest in testing within Google Privacy Sandbox.