On January 7, 2025, NextRoll, a San Francisco-based marketing technology company, announced a significant breakthrough within Google Privacy Sandbox in partnership with Audigent, a data activation, curation, and identity platform under Experian. The collaboration enabled the activation of Audigent Interest Groups on the AdRoll DSP, marking a first-of-its-kind use case for Google’s Protected Audience API (PAAPI).
This innovation allows Interest Groups to be created using data management platform (DMP) data and activated on demand-side platforms (DSPs). The result is a privacy-focused audience solution within Chrome that eliminates reliance on third-party cookies.
NextRoll’s CEO, Roli Saxena, emphasized the importance of balancing user privacy with advertising performance. She noted that the new solutions within Privacy Sandbox enable brands to retain essential advertising strategies, such as retargeting, while safeguarding user privacy. She expressed hope that this milestone would encourage broader industry collaboration and testing to enhance the effectiveness of Privacy Sandbox APIs.
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The initial test connected over one billion browsers to an Interest Group across Audigent’s network of publisher websites. During a two-week campaign, nearly five million impressions were delivered across 42,000 domains. This trial provided critical insights into the technical workflows and infrastructure required to scale Interest Group creation and activation.
Jake Abraham, Audigent’s chief commercial officer, highlighted the company’s expertise in large-scale audience aggregation and segmentation. He noted that their collaboration with NextRoll demonstrated the scalability of Interest Groups and marked progress in integrating these capabilities within PAAPI.
NextRoll has been instrumental in shaping PAAPI over the past five years, contributing to the W3C, working with the IAB and Google Chrome teams, and providing feedback to refine the utility of Privacy Sandbox APIs. The company has also developed a new bidder to support performance advertising in Chrome’s Privacy Sandbox.
Audigent’s extensive DMP network spans over two million websites and reaches 400 million Chrome browsers daily. This collaboration with NextRoll represents a significant step in scaling actionable Interest Groups and redefining audience activation as third-party cookies phase out.