AdTheorent Holding Company, Inc. (Nasdaq: ADTH) (“AdTheorent” or “the Company”), a programmatic digital advertising leader using advanced machine learning and privacy-forward solutions to drive advertiser outcomes, announced today that it has earned Neutronian’s NQI Data Quality certification, awarded to companies that maintain the highest standards of data quality, privacy, and transparency. AdTheorent also earned the top ranking among pure play DSPs in Neutronian’s Q2 Data Privacy Scores report, further strengthening the company’s position as a machine-learning focused industry leader delivering the most privacy-forward methods to deliver high performing programmatic ad campaigns.
AdTheorent received Neutronian’s NQI Data Quality certification for its groundbreaking new audience targeting solution built using AdTheorent’s audience builder, ABi™. Put simply, ABi facilitates the development of algorithms which are designed to ensure that ads are served only to users who belong to a desired customer-specified audience. More specifically, AdTheorent Predictive Audiences leverage customizable and primary-sourced seed data sets to mimic the data profile of an advertiser’s desired target audience. In a major departure from industry-standard audience segments, that seed data set is not relied-upon for direct ID-based targeting. Instead AdTheorent’s machine-learning platform reads signals from those data sets to inform predictive models which score programmatic inventory based on its likelihood to reach individuals within the desired profile. This privacy-forward predictive scoring delivers superior audience quality and KPI performance without the use of personally identifiable information, cookies, or IDs of any kind.
To become Neutronian Certified, AdTheorent underwent a comprehensive audit of the processes, procedures and data used to build AdTheorent Predictive Audiences. The “Certified by Neutronian” badge, supported by proprietary and innovative data-evaluation procedures, helps brand and agency marketers identify high-quality, privacy compliant datasets to use for their marketing efforts. For buyers of marketing data, Neutronian certification provides transparency and clarity with an independent verification of data quality. This eases the data vetting burden on buyers and helps high-quality data providers stand out from the rest.
To become Neutronian certified AdTheorent went through a rigorous audit process covering five main categories of data quality, privacy and transparency including:
- CONSENT & COMPLIANCE
- Consent standards and opt-in/out process
- Privacy and compliance disclosures (ex. GDPR, CCPA, etc.)
- SOURCING TRANSPARENCY
- Data sources and data capture mechanisms
- Transparency of data sources and data use details externally
- DATASET CHARACTERISTICS
- Type(s) of dataset – deterministic and/or modeled
- Data cleansing practices – de-duplication, removal of fraudulent data, etc.
- METHODOLOGY &PROCESSING
- Data processing and retention controls
- Statistical methodology utilization – modeling, weighting, etc.
- PERFORMANCE
- Methods used to evaluate data accuracy
- Frequency of evaluating data performance
AdTheorent exceeded all Neutronian Certification criteria providing marketers the confidence that AdTheorent Predictive Audiences have been qualified through a rigorous and in-depth audit of data sources, processes and privacy compliance.
“Since 2012, long before machine learning and AI emerged as en vogue marketer talking-points, AdTheorent has been developing advanced algorithm-based solutions to improve advertiser outcomes while respecting user privacy,” said Jim Lawson, CEO of AdTheorent. “AdTheorent’s new audience building capabilities are an exciting advancement for AdTheorent and our industry, and we are honored to receive the Neutronian NQI Certification and top-scoring DSP recognition, validating our ongoing commitment to responsible data use, transparency and an unwavering commitment to user privacy.”
“We are pleased that AdTheorent has earned Neutronian Certification for its prioritization of data quality, privacy, and transparency,” said Lisa Abousaleh, CEO and co-founder of Neutronian. “AdTheorent’s use of machine learning to drive superior business outcomes in a transparent and privacy-forward way is a tangible differentiator in the programmatic adverting ecosystem.”
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