Dstillery: Pioneering the New Era of Cookieless Advertising

Jay Wardle, President, Dstillery
For decades, third-party cookies have been the standard for precision targeting in digital advertising. However, thanks to increasing skepticism about consumer privacy, technology companies like Dstillery are architecting innovative solutions to prepare advertisers for the cookieless future. Firefox and Safari were the first browsers to deprecate third-party cookies, but it was Chrome's announcement to follow suit by the end of 2023 that meant fundamental industry-wide change was imminent. The looming change has left advertisers and their agencies seeking new solutions. So far, the cookieless solutions offered are largely new identifiers and contextual. But they ignore the growing need for brands to grow their first-party data and put it to work for them through machine learning. This is no small feat to achieve without effective technologies and tools in place.

This is where Dstillery steps in.

Dstillery is a data science-led custom audience company that helps brands and agencies maximize both their scale and precision. The company has recently shifted the tectonics of the digital advertising landscape by building its latest, patented, privacy-by-design behavioral targeting solution, ID-free Custom AITM. "The retirement of third-party cookies by 2023 is the culmination of a profound multi-year transition toward higher consumer privacy standards in digital advertising," explains Jay Wardle, President of Dstillery. "We're trying to usher in a new era of digital advertising that isn't contingent upon the moving tide of privacy or regulatory concerns."

Preparing the Advertising World for Change

Dstillery's ID-free Custom AI is not a solution waiting to be tested and adopted when Chrome retires third-party cookies. The company innovated ahead of the industry transition to develop a patented solution. ID-free Custom AI was built in 2018, the same year Dstillery filed patents for it. "Our clients have been leveraging this solution since the Q4 of 2019," adds Wardle.

ID-free Custom AI is powered by neural network technology that analyzes opt-in anonymous digital journeys to learn the patterns of web browsing.

From these patterns, the technology builds a custom predictive model that uses a brand's first-party data and millions of combinations of privacy-safe signals like URL, DMA, and time of day to predict the best ad impressions for that specific brand—ultimately driving better conversion. "Instead of looking at someone's behavioral profile that has been curated via cookies over the years, we're able to understand the behavioral patterns that underlie the privacy-safe signals," mentions Wardle. Because it doesn't rely on any identifier like cookies, ID-free Custom AI works seamlessly on every web browser and on any device.

Unmatched Data Science Capabilities

Over the last 13 years, Dstillery has continuously honed its data science capabilities in understanding and predicting audience behaviors to deliver an effective brand message.
"It's about taking a huge amount of data and putting it into an AI engine that's going to help an advertiser make predictions on who might be interested or meaningful to its business," Wardle asserts. He goes on to mention that the current digital advertising realm is full of waste. For example, contextual advertising never includes any behavioral understanding of an individual's journey. "ID-free Custom AI has the ability to build a behavioral understanding of potential consumers and deliver ads to them in a completely privacy-safe way that's not only valuable to the brand but also to the consumer. This has enabled us to run a series of successful ID-free CAI campaigns across multiple industry segments, helping to prepare those advertisers for the cookieless future," he adds.


ID-free Custom AI has the ability to build a behavioral understanding of potential consumers and deliver ads to them in a completely privacy-safe way that's not only valuable to the brand but also to the consumer



Dstillery's robust data science has made the company the go-to partner for forward-thinking advertisers, from SMBs to the Fortune 50s. Wardle recalls a success story of a leading athletic shoe company that flight-tested ID-free Custom AI for a recent advertising campaign. The results revealed that ID-free Custom AI drove nearly 4x the return on ad spend as compared to contextual and performed on par with Dstillery's cookie-based Custom AI Audiences. "The result far exceeded the expectations of the client," Wardle asserts.

With a continuous focus on innovation, Dstillery is striving to explore new avenues of growth in the coming years. But one thing is certain, the company will continue to harness the power of AI to be more innovative, effective, conscientious, and privacy-centric. "For more than a decade, we've been helping brands reach a wide customer base and bolster their market presence. Our company has been leading in areas, such as AI, data science, analytics, machine learning, and neural networking. We're looking forward to bringing new, innovative products to market and gaining more recognition," concludes Wardle.

Company
Dstillery

Headquarters
New York, NY

Management
Jay Wardle, President, Dstillery

Description
Dstillery is a data science-led custom audience company that helps brands and agencies maximize both their scale and precision. The company has recently shifted the tectonics of the programmatic advertising landscape by building its latest, patented, privacy-by-design behavioral targeting solution, ID-free Custom AI. It is not a solution waiting to be tested and adopted when third-party cookies are retired. The company anticipated that this transition was important from the consumer privacy perspective even before browsers began making moves. ID-free Custom AI was built in 2018, the same year Dstillery filed patents for it.

Dstillery