By combining, Didomi and SourcePoint intend to redefine the perimeter of Privacy Tech, and make data protection a base for marketing activation at the age of AI. A land where the border between conformity and personalization becomes more and more moving.
Didomi, a French company founded by Romain Gauthier, has been set up since 2017 in the Consent Management market in Europe since 2017, alongside Axeptio. For its part, SourcePoint, directed by Ben Barokas and Brian Kane, has built solid expertise from New York on the issues of advertising transparency, with a clientele made up of more than 200 large publishers and advertisers. The rapprochement brings together two historically complementary segments, at a time when tracking on the server side, the disappearance of third -party cookies and the proof of consent require the priorities of CIOs and marketing departments.
Romain Gauthier specifies: ” Didomi and SourcePoint share a common mission: to build the most advanced privacy infrastructure, to help companies find the right balance between confidence, compliance and performance. This infrastructure aims to support publishers and brands in the collection, management and activation of their FIRST-Party data, while anticipating rapid developments in the regulatory and technological environment.
The dimension IA is at the heart of this strategy. In a context where recommendation, interaction or scoring systems are relying more and more on generative or predictive models, traceability, explanability and explicit consent obligations take on new importance. “We want to make privacy a strategic growth lever, deeply understanding the value of the exchange between brands and users”, underlines the CEO of Didomi. This declaration illustrates the turn that the sector makes, Privacy is no longer reduced to a binding framework, but becomes an active differentiating in customer journeys.
For Ben Barokas, these changes are already started. “” Since our launch in 2015, we have helped the most influential brands to transform compliance into a lever for Busines performanceS ”, explains the founder of SourcePoint. With the integration of AI technologies in marketing automation, behavioral or dynamic personalization tools, the equation becomes more complex. It is no longer simply a question of asking for consent, but of maintaining it, modulating it and drawing it in an evolutionary algorithmic environment.
The new group also intends to offer hyper-personalized experiences, while respecting user preferences. This supposes a much finer data governance, capable of articulating partial identification, granular consents and real -time activation on different channels. “Businesses need more than technology: they need a partner that combines robust solutions and high-level support,” adds Brian Kane, co-founder and SourcePoint COO.
The support of Marlin Equity Partners, already present in the capital of Didomi, gives this merger the means of its ambitions. It occurs a few months after the acquisition by Didomi from the startup Addingwell, specializing in the Server-Side Tracking, a strategic field in the wake of the depreciation of the Third-Party Cookie.
