Sirdata

Forensic AdTech SpaceScape v2.0 Update

Quo Vadis releases SpaceScape Forensic AdTech SpaceScape v2.0, an updated taxonomy of the ad tech landscape that maps supply-chain actors—advertisers, agencies, DSPs, data providers, SSPs, and publishers—according to how they use forensic data to understand market dynamics. The post incorporates feedback from v1.0 and refines category definitions, including renaming Consent Management & Privacy Compliance to Consent Management and Privacy-Enhancing Tech to Data Compliance Management. It adds new examples and placements, such as Overtone in Hygenic Targeting Data, and notes The Media Trust and Boltive under Privacy Compliance Management. Method Media Intelligence is highlighted as MRC-certified for measuring invalid traffic, viewability, and brand safety, and several classifications are updated (e.g., GeoEdge to Ad Security; Fou Analystic to Media Monitor Type 2; Protected Media, TrafficGuard, and mFilterIt added to Media Monitoring). The piece also signals anticipated M&A-driven consolidation and invites reader feedback.

SpaceScape v2.0: Navigating the Forensic AdTech Landscape

Quo Vadis releases SpaceScape v2.0, an updated map of the Forensic AdTech landscape that places firms by the jobs they do and the clients they serve. The post credits Arete Research’s Richard Kramer and Rocco Straus as early proponents of the term “Forensic AdTech,” and notes v1.0 feedback was incorporated. Key updates include Overtone in Targeting Data; GeoEdge moved to Ad Security; and media-monitoring players such as The Media Trust, Boltive, TrafficGuard, and mFilterIt categorized accordingly. Branding changes are announced: Privacy-Enhancing Tech becomes Data Compliance Management; Consent Management & Privacy Compliance becomes Consent Management; and Targeting Data becomes Hygienic Targeting Data. New entries cover Filament (Log Data), Exchain (Metadata Connectivity), Newsguard (Social/ESG), Cedara and Hiili (Environment/ESG), and Multilocal’s CarbonSmart angle. It also notes SirData’s 2023 acquisition by Proxistore, and that SirData, Overtone, and Zefr are now in Hygienic Targeting Data.

Sirdata et Smart innovent au service des acheteurs et des éditeurs - ExchangeWire.com

Smart, an independent ad monetization platform, and Sirdata, an expert in addressability, have formed a partnership to give media buyers direct access to data-enriched inventory packages through Smart’s curated deals. The collaboration combines Sirdata’s advanced, cookieless targeting with Smart’s premium publisher inventories, enabling agencies and brands to pair precise targeting with high-quality inventory. Deals created by Sirdata can be activated within all DSPs, without new DSP integrations or contractual changes, and offer targeting levels tailored to campaign needs. Sirdata analyzes and categorizes domains and subdomains in real time across Smart’s web environment, using multilingual technology (32 languages). The arrangement supports a private, transparent, granulated marketplace that aggregates data and inventories across zones including Germany, Brazil, Spain, France, Italy, the United Kingdom, the United States, LATAM, and APAC. Executives Benoît Oberlé (Sirdata CEO) and David Pironon (Smart EVP) emphasize innovation and readiness for cookieless, consentless targeting.