On the day of its sixth anniversary, Ozone, the digital advertising platform for premium publishers, has been found by PwC to have shown success in its operating principles.
According to the first chapter of a multi-part test dubbed the “Premium Web Methodology”, PwC confirmed Ozone:
– Has contractual rights to use its publisher partners’ first-party data.
– Has the correct audience data consents in place to respect privacy.
– Can address individuals across browsers, devices and publishers 83% of the time in tested cookieless environments.
– “Always-On Measurement” is designed effectively.
The second chapter of the test, which will evaluate Ozone’s accuracy in audience segmentation and addressability in a post third-party cookie world, is also nearing completion.
“Our testing confirmed that Ozone’s methodology enables the addressing of audiences across premium publishers in a third-party cookieless world,” described PwC director Adam Edelshain.
He also called Ozone’s decision to open themselves up to third-party testing commendable.
“Transparency is essential in supporting advertisers in reaching the right audiences, in the right context, at the right time,” said Edelshain.
Ozone CEO Damon Reeve said he was “delighted” to unveil the results.
“At a time when digital advertising is experiencing significant change and will be under increased pressure to demonstrate its value in the media mix, having our business operations independently tested sets Ozone and the Premium Web further apart from the open programmatic ecosystem,” he argued.
“We believe this initiative will provide our partners – both on the brand and publisher side – with the reassurance that Ozone is primed to help them navigate a new digital future in the first-party web.”
