April 24, 2019
AD Vets To Create Universal ID and Loyalty Reward Program To Woo Consumers
BritePool has aspirations to rival Google and Facebook
A cohort of ad industry veterans and tech platforms are launching BritePool, an identity solution for digital advertising that aims to provide consumers with some level of control over who uses their data. Along the way, it hopes to offer agencies and brands an alternative to the so-called duopoly of Google and Facebook.
Publishers such as CBS, Publishers Clearing House, as well as IBM, are already on board for BritePool, which will offer people who allow brands to use their data the ability to earn rewards such as free Uber rides, for example.
The move comes at a time when an increasing number of companies are attempting to create a standardized universal ID, one that preempts looming regulation while also providing marketers with a user base large enough to rival walled gardens.
Companies such as Google and Facebook hold significant leverage over marketers because both have massive amounts of logged-in users that enable marketers to target consumers with ads. Outside the duopoly, however, advertisers are often forced to use cookie-based solutions, which are becoming increasingly irrelevant given the fragmented landscape. Browsers such as Apple’s Safari are blocking them altogether.
April 1, 2019
BritePool Launches: Industry Leaders Launch Commercially-Driven, Industry-Owned Identity Platform Built on Consumer Choice and Incentivization
Goal to Become the Most Trusted Platform for Consumers, Publishers, Advertisers and Agencies
NEW YORK–(BUSINESS WIRE)–Key leaders with deep experience in the content, publishing, advertising and technology sectors have joined forces to launch BritePool, the first company focused on delivering real value to consumers with tools for sharing and controlling their personal data while providing publishers/advertiser/agencies with the gold standard in verifiable identities. At its core, BritePool is the first vibrant, safe and secure digital marketing ecosystem for an advertising supported open internet.
BritePool was created with the goal of solving the twin challenges currently facing the publishing and advertising industry: building consumer trust and voluntary acceptance while establishing a persistent digital last mile to the consumer in the form of a verifiable and actionable identity. The need for this solution emanates from a growing and meaningful level of consumer distrust in the online advertising ecosystem that has led to increased and onerous government oversight and regulations that are threatening the commercial viability of publishers, concentrating control of the Internet in the hands of a few actors and stunting innovation.
The leadership team includes industry veterans David J. Moore, founder and CEO of 24/7 Real Media and Bob Perkins, former CMO of Pizza Hut and President of Chiat/Day New York. Among the first to contribute capital, intellectual property and data assets to this industry initiative are MediaMath and Sonobi. In connection with this investment, Michael Connolly, co-founder and CEO of Sonobi and Greg Williams, co-founder of MediaMath will join Mr. Moore as directors of BritePool. Mr. Perkins will serve as the Chief Operating Officer.