Dotdash Meredith (DDM), the largest digital and print publisher in the U.S., has announced the appointment of Jim Lawson as President of D/Cipher. Reporting directly to DDM CEO Neil Vogel, Lawson will lead the growth and expansion of D/Cipher, the company’s contextual ad-targeting solution, across the open web.

Jim Lawson’s Industry Expertise

• Co-founder of AdTheorent, a machine-learning DSP (media buying platform) not reliant on cookies or personal identifiers.
• Served as CEO of AdTheorent from 2019 to 2024, guiding the company to a successful NASDAQ listing and its sale to private equity firm Novacap in 2024.
• Merged AdTheorent with Cadent, Inc., further solidifying his expertise in data-driven advertising.

D/Cipher: Revolutionizing Ad Targeting Without Cookies

Launched in May 2023, D/Cipher analyzes billions of consumer interactions across DDM’s 40+ brands, relying on contextual and intent-based signals rather than cookies or personal identifiers.

Benefits:

• Leverages first-party data from tens of millions of daily users.
• Understands consumer intent based on real-time content interactions.
• Outperforms traditional cookie-based targeting for premium ad deals.

Introducing D/Cipher+: The Next Evolution in Ad Targeting

Building on D/Cipher’s success, DDM has launched D/Cipher+, which extends contextual ad targeting beyond its owned properties to the open web.

What Makes D/Cipher+ Unique?

• Uses proprietary data signals and AI-enhanced modeling via DDM’s partnership with OpenAI.
• Improves ad performance, extends reach, and ensures brand-safe inventory.
• Offers a performance guarantee for advertisers, similar to D/Cipher.

Executive Insights

Neil Vogel, CEO, DDM:
"Understanding consumer intent at a given moment drives ad performance more effectively than personal data. With nearly 200 million monthly visitors, we know context is the strongest indicator of what consumers want."

Jim Lawson, President, D/Cipher:
"There is a massive need for ad-targeting solutions built on data signals that only DDM can provide at unmatched scale. D/Cipher+ will be a game-changer for advertisers, making the open web more valuable, accessible, and performance-driven."

With Jim Lawson’s leadership, D/Cipher and D/Cipher+ are poised to redefine contextual advertising and privacy-first ad targeting, delivering stronger ad performance and greater brand safety for advertisers across the open web.