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Adways Group and TimeTree have launched a joint demonstration to explore a new advertising model that uses calendar activity as contextual information without linking the data to individual users.
The initiative brings together Adways Inc., its subsidiary UNICORN Inc. and TimeTree Inc. The companies aim to convert schedule data registered on TimeTree’s shared calendar app into non-personal contextual information that can support more relevant advertising.
First party data is gaining more value by the day as the pace of privacy laws picks up and companies look for alternative ways of advertising without using cookies. Calendar entries offer another data point with context on upcoming events such as to travel or to host people. This allows advertisers to take advantage of what a consumer needs or may do, rather than traditional audience data.
The partnership further signifies the initial shift into in an automatic adverts buy transaction, the place AI brokers might be making the purchase of advert inventory, and executing your campaigns and delivering advertisements. For the AI agents to function, they want contextual data in an (smaller) accessible type.
Under the demonstration, TimeTree and UNICORN will jointly convert calendar data into contextual information within the TimeTree environment. The process will use privacy-conscious data integration technologies, including data clean rooms. The information will remain within TimeTree and will not be shared with third parties, including the Adways Group.
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UNICORN will use its real-time bidding optimization, fraud detection and privacy-conscious data processing technologies to develop an advertising delivery system and trading platform for advertisers and media companies. Adways will contribute its marketing expertise to advertising proposals and campaign strategies.
The project will progress through three stages, beginning with advertising effectiveness testing against conventional delivery methods, followed by verification of advertiser and media inventory matching. The final stage will explore direct transactions between AI agents representing advertisers and media companies.
The companies have also clarified that no personally identifiable user information will be shared between them during the demonstration.
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