Unlocking Addressability: How Lockr is Transforming Advertising
Now Representing Over 70% of Industry Adoption
Lockr, a leading platform under Viant, has undertaken a significant expansion of its audience integration management capabilities. This upgrade allows publishers simplified access to industry-leading alternative identity solutions, thus facilitating revenue growth without the challenges commonly associated with managing multiple integrations. Recently, Lockr has integrated Viant Household ID, Yahoo ConnectID, First-ID, The Trade Desk's EUID, and Criteo HEM into its platform. These inclusions represent five of the top seven most utilized identity solutions, indicating an impressive adoption rate exceeding 70%, as derived from recent Sincera data.
Lockr is at the forefront of promoting an addressable, collaborative, and competitive open internet, particularly in light of the increasing control exercised by walled gardens. The identity space has become quite fragmented, and Lockr is addressing this by creating unity within the industry. This integration provides a robust infrastructure that allows various buying platforms and identity providers to coexist, making it possible to counterbalance the growing centralization of data and control found within enclosed ecosystems.
“Advertisers are in need of scalable identity solutions across the open internet; however, the landscape remains highly fragmented,” stated Keith Petri, CEO and Founder of Lockr. “Meanwhile, publishers strive for clear routes to connect their first-party data with identity providers, data partners, clean rooms, and measurement solutions. Lockr is facilitating this connection by streamlining access to alternative ID markets.”
This recent integration not only reaffirms Lockr’s dedication to interoperability but also grants businesses the flexibility to test, activate, and optimize various ID solutions from a single, user-friendly platform. This move comes on the heels of Lockr's acquisition by Viant Technology earlier in the year, emphasizing the overarching goal of the parent company: to bolster the open web, enhance collective performance, and establish the necessary infrastructure for achieving addressability on a grand scale.
Rob Beeler, Founder and CEO of Beeler Tech, remarked, “The future of advertising hinges on granting industry participants greater control over their data strategies. With the ongoing uncertainty regarding which identities will yield optimal outcomes, having a seamless solution for navigating and refining these processes is crucial. Lockr is simplifying transactions for both buyers and sellers.”
In an environment plagued by data signal loss, Lockr's platform proves invaluable in collecting, enriching, and activating first-party data on a large scale. This capability significantly enhances match rates, simplifies media transactions, and results in measurable performance metrics. By reducing complexity while increasing options, Lockr empowers publishers to regain control over their audience strategies.
“We are thrilled to partner with Lockr, enabling publishers to enhance their monetization efforts using Criteo's hashed email solution,” said Florent Dancy, Manager, Supply Solutions Architect at Criteo. “This integration guarantees that publishers can efficiently access improved monetization in scenarios without third-party cookies, both now and in the future.”
Lockr is committed to advancing technology and creating the integral framework that signifies the upcoming epoch of digital advertising—one in which the open internet can flourish once more.
About Lockr:
Lockr by Viant delivers crucial infrastructure for collecting, enriching, and activating first-party data. With its audience integration management platform, Lockr empowers publishers, advertisers, and retailers to streamline their data processes, optimize audience engagement, and achieve measurable results. By enabling companies to efficiently manage and make use of their data, Lockr plays an essential role in transforming digital advertising.
Media Contact:
Marielle Lyon
SOURCE Lockr
Frequently Asked Questions
What is Lockr's primary goal?
Lockr aims to empower the open internet by providing essential infrastructure for managing and activating first-party data.
How does Lockr enhance revenue for publishers?
By integrating leading identity solutions, Lockr simplifies the process for publishers to connect with data partners and optimize audience engagement.
What recent integrations has Lockr made?
Lockr has recently integrated Viant Household ID, Yahoo ConnectID, First-ID, The Trade Desk's EUID, and Criteo HEM into its platform.
Why is interoperability important for Lockr?
Interoperability allows businesses to test and optimize various identity solutions efficiently, fostering a better overall data strategy.
Who leads Lockr?
Lockr is led by CEO and Founder Keith Petri, who emphasizes the need for scalable solutions in the identity landscape.
