Roqad

Roqad acquires Zeotap-Data for privacy targeting Europe

Roqad announced the acquisition of Zeotap-Data, Zeotap’s Berlin-based third-party audience business, for an undisclosed amount. The move aims to meet demand for privacy-safe, personalized targeting in European markets amid strict data protection laws and a shift away from cookies. The merged solution combines Roqad’s European identity graph and data onboarding with Zeotap-Data’s large-scale third-party audiences and its trading platform integrations, including an exclusive connection to Amazon DSP. Initially, services will roll out in the UK, Germany, Spain, Italy and France, with plans to expand to the US and APAC in Q3 2025. Zeotap-Data will continue to operate under the Roqad brand; current staff will be retained, and headcount in the UK and Germany is expected to grow by about 20%. Roqad highlights GDPR compliance and cookieless targeting as market catalysts, while leaders from both companies emphasize enhanced privacy-respecting identity resolution and broader reach through trusted partnerships.

Equativ Partners with Habu for Privacy-First Data Solutions

Equativ announced a strategic partnership with Habu to become the first supply-side platform to integrate with Habu’s data clean room (DCR), and to collaborate with Roqad to use its identity graph for cross-device attribution. The integration enables secure, privacy-preserving data collaboration across advertisers, publishers, and retailers by linking anonymised first-party datasets without moving data, leveraging PETs and data minimisation. Habu’s DCR will map anonymised audiences across datasets via an ID graph to form a unified customer view for targeting and measurement, while Roqad will power cross-publisher identity capabilities and activation of audience data on preferred DSPs, with improved match rates and addressability under a privacy-by-design framework. Executives highlighted interoperability and enhanced data-driven value, emphasizing privacy-first addressability and scalable identity solutions for clients.

Oracle Closes AddThis: A Final Goodbye to Tracking

Oracle will permanently terminate all AddThis services globally, including in the US, with the shutdown effective May 31. The AddThis dashboard and support will be retired, and Oracle requests that users remove all related code and terminology from their sites. Oracle frames the move as part of a periodic portfolio review. AddThis was acquired by Oracle in 2016 for $200 million to enhance its ID graph and marketing/data cloud. The company had already begun winding down AddThis in Europe in 2019 amid GDPR/consent concerns. Oracle faces ongoing litigation over third-party cookie tracking in Europe and the US, and industry observers note a shift away from identity-based advertising toward first-party data and CDP-like approaches.