TrustX Is Now A Subsidiary Of A Newly Created Privacy Tech Company
This article discusses the transition of TrustX into a subsidiary of Symitri, a privacy tech company, and the innovative privacy-enhancing technologies being developed for programmatic advertising.
- Introduction to TrustX becoming a subsidiary of Symitri
- Overview of the funding and key investors involved in Symitri
- Background on TrustX as a private marketplace within Digital Content Next
- Explanation of the new structure and status of TrustX under Symitri
- Development of Symitri and the need for privacy solutions in programmatic advertising
- Implementation of a real-time clean room solution with Akamai
- Description of Symitri's integrated privacy firewall and cohort matching process
- Testing and proof of concept with TrustX publishers
- Plans for beta testing and integration with data technology providers
- Future goals for deploying Symitri technology throughout the ad tech supply chain
Supply-side platform TrustX has undergone a significant transformation, now part of a newly formed company, Symitri, focused on developing cutting-edge privacy technologies tailored for programmatic advertising. The funding for this venture includes $5 million from notable investors such as AperiamVentures, KB Partners, and Trajectory Ventures, along with contributions from angel investors like Jonah Goodhart, Ari Paparo, and Will Luttrell.
Originally established in 2017 as a private marketplace under the Digital Content Next umbrella, TrustX operated with a human-viewable guarantee for its members. With this recent transition, TrustX retains its social impact focus as a subsidiary of Symitri, continuing its operations seamlessly without disruptions.
Given the evolving landscape of privacy regulations and the shifts in the industry brought about by major platforms, Symitri was conceived to address the concerns and challenges faced by publishers. The need for privacy-preserving identity solutions without compromising data integrity led to the development of a real-time clean room concept in collaboration with cloud computing provider Akamai.
Through Symitri's integrated privacy firewall, user data is protected, ensuring anonymity while enabling effective audience targeting between buyers and sellers. This innovative approach allows for secure data transfers without exposing personal information, enhancing the efficiency and safety of programmatic transactions.
Initial trials of the technology have shown promise with TrustX publishers such as The Washington Post, Paramount, and Fox. The next phase involves beta testing with buyers and sellers, aiming to integrate with identity and data technology providers to expand the reach and impact of Symitri's solutions.
Looking ahead, Symitri intends to collaborate with other stakeholders in the ad tech ecosystem to establish a distributed security layer that seamlessly integrates into existing processes. With a user-centric approach and a focus on data protection, Symitri aims to revolutionize privacy practices within programmatic advertising without disrupting industry operations.
The commitment to transparency and security is reflected in Symitri's pricing model, avoiding upfront installation costs and instead opting for a small software as a service fee tied to successful ad transactions. As Symitri expands its team, the vision is to double its headcount by the end of the year, fostering innovation and growth in the privacy tech sector.