Cake.Shop, an ad tech startup founded by experienced industry executives, has launched a new data service aimed at enabling brands to collaborate with technology partners and optimise their digital advertising campaigns.
Cake.Shop said ATOM is a decentralised data collaboration platform designed specifically for agencies, publishers and brands. This innovative platform provides advertisers with access to valuable data sets, enabling them to collaborate effectively without the need for costly, non-compliant products.
As the landscape of digital advertising evolves, privacy has emerged as a critical issue for agencies and brands seeking to navigate cookie deprecation and data fragmentation, said Cake.Shop. Many agencies find themselves priced out of big tech contracts, often relying on solutions that do not align with privacy standards. Cake.Shop’s ATOM offers a tailored alternative that empowers these agencies to leverage their first-party data responsibly and collaboratively.
“The market is at a tipping point, and it’s time to challenge the notion that big tech is the only viable solution for navigating data challenges,” said Luke Hills, founder of Cake.Shop. “With ATOM, we’re creating a platform where agencies, brands and publishers can work together seamlessly while ensuring that privacy and compliance are prioritised”.
By adopting a decentralised approach, Cake.Shop’s ATOM allows agencies to maintain control over their data, fostering a collaborative environment where they can share insights, target audiences effectively, and develop new marketing strategies—all while upholding consumer privacy.
“This platform not only democratises access to advanced data capabilities but also signifies a shift in the industry,” Hills continued. “We believe all agencies and brands deserve the same opportunities as their larger counterparts, without the burden of exorbitant costs or the risk of compromising privacy”.
Cake.Shop’s technology partner is Aqilliz, which provides digital collaboration and marketplace technology.
“Aqilliz is proud to be partnering with Cake.Shop in licensing its patented middleware platform that combines differential privacy and federated learning on a distributed ledger, offering businesses an opportunity to offer enterprises, with what is positioned as the “new PII – the provenance of identities and impressions,” said Aqilliz chief cxecutive Gowthaman Ragothaman.
With the increasing demand for transparency and ethical data practices, Cake.Shop is committed to leading the charge in providing innovative solutions that prioritise privacy while enhancing collaboration within the industry.
