Predactiv
Predactiv is a privacy-first audience data and identity infrastructure for advertisers.
Analyst Perspective
Predactiv is a privately held US advertising data and identity technology company. It operates a privacy-first platform that unifies behavioural, transactional, and demographic data, resolves identities in cookieless environments, and supplies audience, contextual, predictive, and real-time data products for advertising activation and analytics. The company launched under the Predactiv brand in 2024 and financial disclosures indicate the legal entity is Predactiv, Inc., formerly ShareThis, Inc. Predactiv makes money by licensing proprietary audience and purchase-based datasets, selling access to its data and identity infrastructure, and charging for data delivery, activation, and related platform usage. Its direct customers are advertisers, agencies, publishers, adtech platforms, and enterprise data teams that need privacy-compliant audience intelligence, identity resolution, and targeting inputs across web, in-app, CTV, and retail media environments.
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Key insights about Predactiv
Category Differentiation
Predactiv is not a consumer app or a media-buying agency. It is a B2B data, identity, and targeting platform supplying privacy-compliant audience infrastructure to advertisers, agencies, publishers, and adtech partners.
Predactiv: About
Predactiv operates a B2B data infrastructure and adtech model. It creates value by collecting and organising proprietary behavioural, transactional, and demographic signals, linking them through identity infrastructure, and packaging the resulting audiences, predictive models, contextual segments, and real-time feeds for activation and analytics. Customers use the platform to enrich first-party data, improve targeting, support measurement, and run campaigns in cookieless environments.
How Predactiv Works & Monetises
Business model analysis and core revenue streams
Predactiv monetises through a mix of data licensing, SaaS-style platform access, and usage-based delivery or activation fees. Commercial mechanisms likely include licensing fees for proprietary audience and purchase datasets, subscription or contracted access to its data platform and identity infrastructure, and API or feed-based pricing tied to data volume, integrations, or activation usage across programmatic environments.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Technology
Recent Signals (Predactiv)
OpenX Enhances ConteX Marketplace for Smarter Contextual Ads
OpenX Technologies, Inc. announced on August 21, 2024 an expansion of ConteX Marketplace, OpenX’s contextual advertising SSP. The update introduces advanced keyword targeting that analyzes page content to deliver contextually relevant ads at scale, building on existing curation capabilities. ConteX now supports activation of premium data partners directly within the SSP via deal IDs, without additional contracts, enabling quicker activation and improved targeting accuracy. Premium data partners include 4D, Audigent, Captify, Dstillery, Permutive, ShareThis, Silverpush, and Sqreem. OpenX notes improved performance in cookieless environments, with Safari CPMs matching Chrome CPMs since ConteX’s launch in September. A representative from OpenX, Michael Guzewicz, VP of Strategic Partnerships, highlighted the ability to curate deal IDs with data partners to expand contextual targeting without extra negotiations.
Read original sourceWhy This European Identity Company Deleted All Of Its Data And Started Over
Roq.ad, a European identity provider focused on the DACH region, confronted GDPR-driven risk in 2019 and deleted all stored data to rebuild its cross-device identity graph around consented data. In May 2019, one year after GDPR took effect, the company began reconstructing its graph to rely exclusively on consented data, verified against IAB Europe’s Transparency and Consent Framework for itself and its customers. Roq.ad’s main product is a probabilistic identity graph that analyzes dozens of terabytes of data per day to connect online identifiers and predict profiles and behaviors. Its customers include Lotame, ShareThis, Eyeota, and WPP’s Choreograph. The rebuild took about 30 days to restore the graph, with more than three months to rebuild matching tables and roughly a year to regain scale. Roq.ad later sold its DSP business to Königsteiner Digital. The case unfolds amid ongoing debates about TCF under GDPR, including Belgium’s APD ruling and possible TCF version 3.0.
Read original sourceSenior Data Industry Leaders Join Evorra to Help Drive Simple Responsible & Addressable Data Marketing at Scale - ExchangeWire.com
Evorra, a SaaS marketplace for brands and agencies to build and scale addressable, privacy-first audiences, announced two senior hires on September 12, 2022. Andrew Dumas was named SVP of data partnerships to lead global data partner relationships and shape data strategy and value propositions for the platform. Dumas previously built ShareThis' data monetisation business to USD 40 million in revenue, led its pivot to Data-as-a-Service in 2016, and established its London office and international data initiatives. Brooke Inman was appointed VP of data operations to oversee data partner evaluation, management, and onboarding, ensuring compliant data monetisation at scale and bridging commercial and technical teams. Inman previously held roles at Universal McCann, the Twelvefold Collective, and ShareThis, where she led revenue operations for data products. Aaron Ritoper, co-founder and CEO of Evorra, welcomed the hires as pivotal to delivering scalable, privacy-centric data for brands and agencies globally.
Read original sourcePredactiv: Frequently Asked Questions
What is Predactiv?
Predactiv is a US-based B2B adtech company that provides audience data, identity infrastructure, contextual targeting, predictive modelling, and real-time data feeds for advertising and analytics.
Who uses Predactiv?
Its users are mainly advertisers, brands, agencies, publishers, adtech platforms, programmatic teams, and enterprise data teams that need privacy-compliant audience and identity capabilities.
How does Predactiv make money?
Predactiv makes money through data licensing, platform subscriptions or contracted access, and usage-based fees for identity, feed delivery, and data activation.
Company Facts
- Founded
- 2024
- Headquarters
- 3000 El Camino Real 5, Building 4, Suite 200, Palo Alto, CA 94306, US
- Core Segment
- Data Provider / Broker
- Company Size
- 50–200
- Official Link
- predactiv.com