Paapi, a UK-based startup, has recently completed its pre-seed funding round. The platform aims to assist advertisers by providing privacy-safe ad measurement tools utilizing privacy-enhancing technologies. Co-founders Dan Hesmondhalgh and David Tam emphasize a hybrid approach that combines probabilistic tracking and consented deterministic data. This approach aims to connect paid clicks and impressions to sales and ad spend while mitigating reliance on third-party cookies. Paapi also integrates directly with ad platform APIs, challenging the traditional trust in ad platforms' self-reported data.
"We're of the opinion that if the Privacy Sandbox does take off, we'll ride on those coattails," Tam said.
"The platform uses multiple privacy-enhancing technologies, including the Sandbox APIs, to analyze ad performance without relying on third-party cookies."
"There's an age-old issue with ad platforms grading their own homework," Hesmondhalgh said.
"The idea, Tam explained, is to take a hybrid approach that includes a mix of probabilistic tracking and consented deterministic data when it's available."
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