33Across, a leading addressable infrastructure for the open web, has partnered with MediaWallah, an identity-by-design solution, to transform the data onboarding process. This strategic alliance enables marketers and publishers to seamlessly connect first-party data with actionable identifiers, scaling campaign activation across 30+ programmatic platforms.

1. Key Features of the Partnership

• Enhanced Match Rates:
  • Achieves a 90% average match rate by integrating MediaWallah's ID graph with 33Across' Lexicon identity resolution technology.
  • Addresses cookieless environments with unmatched precision.
• Cost Savings:
  • Eliminates data onboarding fees, allowing budgets to focus on working media.
  • Streamlines programmatic campaign execution while cutting unnecessary costs.
• Fast Data Onboarding:
  • Provides real-time data connections for quick and efficient activation.

2. Benefits for Marketers and Publishers

• Increases programmatic reach by unlocking the full potential of first-party data.
• Reduces reliance on intermediaries, leading to greater efficiency.
• Ensures seamless data activation across over 30 programmatic platforms.

3. The Role of Technology in the Partnership

• 33Across' Lexicon:
  • Enriches 150+ billion bid requests with real-time cookieless identity resolution.
  • Enables scalable audience targeting with precision.
• MediaWallah's ID Graph:
  • Connects offline and online identifiers for robust match rates.
  • Supports cookieless addressability with advanced identity technology.

4. Leadership Insights

• Paul Bell, President of 33Across:
  • Stressed the partnership’s potential to unlock first-party data’s full value and reduce supply chain inefficiencies.
• Nancy Marzouk, CEO and Founder of MediaWallah:
  • Highlighted the frustration brands face with unnecessary expenditures, emphasizing the alliance as a solution to elevate industry standards.

The partnership between 33Across and MediaWallah marks a major milestone in streamlining data onboarding and scaling programmatic campaign activation. By reducing costs, improving match rates, and addressing cookieless challenges, this collaboration empowers marketers and publishers to fully leverage their first-party data while driving meaningful results.