Ad tech firm TripleLift has acquired first-party data activation platform, 1plusX, whose technology helps both publishers and advertisers address their audiences with privacy-centric solutions.

The companies said that the combination of 1plusX’s privacy-friendly solutions and TripleLift’s scaled media marketplace will enable publishers to better monetize their content and advertisers to more effectively reach their audiences.

“The combination of TripleLift and 1plusX means publishers and marketers will have a scaled, independent platform that is designed for the privacy-centric future,” said TripleLift Co-founder and CEO, Eric Berry. “Now thousands of TripleLift publishers can access 1plusX’s best-in-class technology to leverage first-party data and TripleLift advertisers can apply that same data to targeting capabilities made for the privacy era. No third-party cookies required.”

One of 1plusX’s clients is Axel Springer All Media, whose CEO, Carsten Schwecke, said: “Working with 1plusX allowed us to break free from several third-party data providers and create a full in-house data strategy in time for GDPR’s enforcement. As a result, while most media companies were experiencing shrinking targeting revenues, we increased ours with the help of 1plusX. Joined together, these two companies are uniquely positioned to deliver the first-party data solutions essential to helping publishers like Axel Springer increase yield in the wake of the privacy changes taking place across our industry.” 

TripleLift is no stranger to cookieless solutions. It started out creating native ads for the open web, and it offers data-driven Exchange Traded Deals (ETDs) – impression-level, outcome-based targeting signals that drive advertiser performance without the use of third-party cookies.