Symitri Lands Media.net as First Partner

CES 2025 feels very… partner-y, doesn’t it?

Case in point: Symitri, the newly formed, privacy-focused adtech company (that also owns TrustX), has announced its first third-party partner—Media.net, a contextual advertising company and SSP. Media.net is the first to integrate with Symitri’s “real-time data cleanroom for the open internet.”

Basically, Media.net advertisers can now support their campaigns using Symitri’s data cleanroom. The integration lets them deterministically match audiences, activate ads, and measure performance in real time, at scale, while Symitri’s privacy firewall keeps client data secure.

Why This Matters:

Symitri—founded by David Kohl and Bill Wheaton—gets its first adtech partner, Media.net, since launching last summer. Symitri was created to tackle a few pressing issues, like preventing data leakage and enabling more secure, actual real-time addressability, areas where legacy cleanrooms often fall short.

As Kohl explained to AdExchanger at launch, “We use a matchable identity layer between a buyer and seller to make an instant connection, without pushing any identity data into the bidstream.”

Securing Media.net, which calls itself “an outcome-first SSP,” as its first partner is a strong start. Meanwhile, Media.net is quietly one of the largest adtech players supporting both publishers and advertisers, with over 800 employees globally. 

Experts React:

Both companies emphasized how this partnership supports the open internet by providing an alternative to walled gardens.

“This first-of-its-kind partnership improves targeting, enhances campaign performance, and increases ROI,” said Karan Dalal, COO at Media.net. “Advertisers can scale their reach beyond walled gardens while maintaining addressability and privacy compliance. This is an unparalleled solution, built for the open Internet, and we are excited to bring it to market.”

David Kohl added, “We’re confident that advertisers can reallocate media budgets from walled gardens and spread their spend across more targeted impressions on the open Internet.”

Our Take:

Kudos to championing the open internet, which often feels under threat—whether from shifting budgets to Big Tech or efforts to carve the open web into increasingly smaller segments in the name of quality or curation.

The idea here: Symitri and Media.net are enabling privacy-compliant, actual real-time targeting, giving advertisers the ability to reach audiences on the open internet with — the hope is — performance that can be compared to walled gardens. That’s made possible through better audience matching and stronger security.

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