Covatic joins IAB UK

Privacy by design audience segmentation firm, Covatic, has joined the Internet Advertising Bureau (IAB UK) as it develops its product offer, a new way to deal with the challenges for marketers such as Apple’s new ATT rules.

Covatic’s technology learns about an individual in the background on their device, without ever sharing personal data, providing anonymised key identifiers that advertisers can use for targeting.

Covatic’s AI based solution resides device side – on the phone, set-top box or other connected device, as does all personal data which is never harvested.  The platform doesn’t use third-party tracking data and can only ever see an anonymous temporary profile – nothing is linked to an individual or their specific device.

Our membership with the IAB comes at a time when marketers are urgently seeking sustainable solutions to challenges in the marketplace. Our suite of products offer more than a mere hack or workaround, but rather a truly sustainable approach in line with regulation. There is an emerging consensus that we need a new way of doing things. We’ve found a route which represents a viable, long-term solution and, as we join forces with the IAB, we are keen to share this to the wider industry.

Nick Pinks, CEO, Covatic