by Angela Guess

According to a recent press release, “Intertrust Technologies Corporation announces the next generation of its Personagraph private marketplace for advertisers and digital marketers. Personagraph is a data-driven, programmatic technology that converts both shared and contextual consumer data into knowledge that media buyers and sellers will use to unite consumers with the brands they love. Personagraph has built one of the world’s largest data platforms comprising a staggering 1.5B users globally. The platform combines big data and machine learning technologies with Intertrust’s world-class digital rights management (DRM) and secure systems technology. When combined, this platform provides insights while protecting user privacy. Critically, the underlying partner data remains secure and protected.”

The release goes on, “The Personagraph platform has two components: (1) The PG Edge trusted data management platform (DMP) securely manages multi-party data. It pairs user authorization, authentication, and security management with advanced machine learning and artificial intelligence capabilities. PG Edge is available both as a stand-alone SaaS (software as a service) or as a white label product. (2) The PG Axis private marketplace for mobile app inventory. PG Axis uses a publisher’s audience profiles (e.g., demographics, context, and behavior) to enable precision advertising. PG Axis works with comScore data to improve in-target performance of advertising campaigns.”

Read more at Business Wire.

Photo credit: Intertrust