Kochava, the leading real-time data solutions company for omnichannel attribution and measurement, today announced the acquisition of DigiCenter, a leading provider of identity and cross-device graph data for marketers, publishers, and ad-tech providers. The companies have been collaborating on privacy-first data enrichment projects since 2019.
Through the acquisition, the Kochava Collective, the world’s largest independent mobile-first data marketplace, will further bolster its owned data footprint from FreeAppAnalytics with identity data elements from DigiCenter. Harnessed with the power of Kochava’s IdentityLink™ solution for cross-device measurement, built-in consent management, data onboarding, and audience enrichment, this will result in a complete data offering for marketers, publishers, and eco-system providers.
The Collective is a privacy-first data marketplace with key data points on over 9 billion unique devices globally, including the largest hashed email file. With the acquisition of DigiCenter, the Kochava Collective now boasts over 1 billion hashed emails within its substantial device database. Accurate device matching is critical in unraveling the cryptic web of cross-device content consumption and extending digital reach. Kochava bridges the gap by deterministically matching internal hashed email addresses to specific mobile ad IDs (MAIDs) and linking hashed emails to a complete person graph. With these ingredients, marketers and publishers can unlock insights into ad interactions, in-app activity, website visits, demographics, and other crucial touch points within a comprehensive people-based view.
“We are thrilled to have DigiCenter’s powerful database and team be part of Kochava,” said Charles Manning, Founder and CEO of Kochava. “With the changes in the adtech ecosystem, this acquisition adds to the privacy-first and consent-based approach to data that the ecosystem wants.”
The Kochava Collective is fed by Kochava’s free measurement product, Free App Analytics, and select, premium data partners. The Kochava Collective does not include, share or license any data from enterprise Kochava measurement platform customers. Collective data is stored independently from the Marketers Operating System™ (m/OS), where enterprise customers measure and optimize their campaign activity across devices and channels. The Collective complies with all user data privacy and consent regulations, including those related to the California Consumer Privacy Act (CCPA), the General Data Protection Regulation (GDPR) in Europe, and Apple’s new AppTrackingTransparency (ATT) framework on iOS 14+.
“Working with Kochava over the past few years has proven the depth, strength, accuracy, and positive results of our combined offerings in adding value to clients,” said Domenic Perfetti, Founder and CEO of DigiCenter. “We’re already seeing great results by joining forces and are looking forward to what the future holds.”
The DigiCenter footprint is being incorporated into the Collective. It includes over 320 million unique people in the US, 180 million unique households, 1 billion unique emails, and 200 billion ongoing monthly events to further enhance targeting for connected TV (CTV) and over-the-top (OTT) campaigns. DigiCenter has a privacy-first approach with upfront notice and consent upon data collection. Data is collected via opt-ins with audit trails on events collected and profiles created. The DigiCenter team will join Kochava and pursue a shared vision to empower privacy-first, data-centric marketers of the future. Perfetti has been named the new GM of the Kochava Collective.
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