Data onboarding - Everything you need to know about the cookie alternative

Goldbach implements data onboarding with Decentriq’s data clean room platform. This technology is characterised by the fact that brands do not have to make any assumptions about the interests and behaviour of their target groups. Using high-quality first-party data, precise target groups are identified with an AI algorithm – in this way, the customer data can speak for itself. Thanks to the use of advanced privacy technologies in the data clean room, data remains protected and confidential at all times, and is never accessible to any other party. 

1. Data onboarding with first-party data
Advertisers provide data from their CRM databases containing information they gathered about their customers, like purchasing behaviour and preferences. This information is particularly valuable as existing customers represent the target group. On the other hand, Goldbach provides rich audience data, including demographics and reading interests, that is gathered on the publisher side throughout the Goldbach network and the TX sites (up to 1.5 million active logged-in users a month). It’s important that these datasets share a common identifier, typically an email address, in order for matching to be possible.

2. Encrypted matching in the data clean room
Data is encrypted before it enters the data clean room to render it inaccessible to all other parties. The advertiser “lock” the data with a key that only they possess – it’s not shared with Goldbach or Decentriq. Thanks to the advanced privacy technologies built into Decentriq’s data clean rooms, in particular Confidential Computing, the data stays fully protected and inaccessible even while matching and analysis happen.

3. Accurate target group profiles thanks to affinity insights, overlaps and lookalikes
After data matching, Decentriq’s data clean room technology provides a variety of insights about segments within the overlap, and with the help of AI, generates optimal segments for targeting within the publisher's inventory:

• Affinity Insights analyses provide an in-depth insight into how the advertiser’s customers overlap with Goldbach audiences. It also provides advanced reports with new information learned from the overlap – for example demographics, and affinity to different topics based on their reading behaviours.
• Based on this overlap, algorithms generate lookalike audiences. AI is used to identify users on publisher sites that have similarities. The advertiser can choose whether to optimise these lookalikes for more reach or more precision.

4. Activation for advertising campaigns without third-party cookies
The newly acquired target group profiles can now be used for targeted online advertising. From this point on, programmatic advertising works as marketers and agencies are used to, across any device.