digitalAudience has acquired Rayn to enhance its ID graph capabilities and address privacy concerns within the European ad tech landscape.

Information on the Target

digitalAudience (DA) is a leading provider of data solutions specifically designed for the European market, focusing on the integration of an ID graph tailored to the unique privacy standards of the region. The company has strategically built its ID graph across Northern Europe and Scandinavia, and is expanding its reach into major European markets, including the UK, Germany, Spain, and Italy. DA’s platform emphasizes privacy and compliance in an environment increasingly governed by stringent data protection legislation.

In the wake of ongoing debates surrounding ID-based targeting methodologies, digitalAudience has positioned itself as a necessary player in the ad tech space. This acquisition of Rayn enhances its existing offerings by integrating probabilistic modeling capabilities, further solidifying DA's role as a pivotal data solution for privacy-conscious enterprises.

Industry Overview in Europe

The advertising technology landscape in Europe is characterized by its focus on privacy-driven solutions and compliance with rigorous data protection regulations. The rapid evolution of data privacy laws, such as the General Data Protection Regulation (GDPR), h