BritePool Launches: Industry Leaders Launch Commercially-Driven, Industry-Owned Identity Platform Built on Consumer Choice and Incentivization

Key leaders with deep experience in the content, publishing, advertising
and technology sectors have joined forces to launch BritePool,
the first company focused on delivering real value to consumers with
tools for sharing and controlling their personal data while providing
publishers/advertiser/agencies with the gold standard in verifiable
identities. At its core, BritePool is the first vibrant, safe and secure
digital marketing ecosystem for an advertising supported open internet.

BritePool was created with the goal of solving the twin challenges
currently facing the publishing and advertising industry: building
consumer trust and voluntary acceptance while establishing a persistent
digital last mile to the consumer in the form of a verifiable and
actionable identity. The need for this solution emanates from a growing
and meaningful level of consumer distrust in the online advertising
ecosystem that has led to increased and onerous government oversight and
regulations that are threatening the commercial viability of publishers,
concentrating control of the Internet in the hands of a few actors and
stunting innovation.

The leadership team includes industry veterans David J. Moore, founder
and CEO of 24/7 Real Media and Bob Perkins, former CMO of Pizza Hut and
President of Chiat/Day New York. Among the first to contribute capital,
intellectual property and data assets to this industry initiative are
MediaMath and Sonobi. In connection with this investment, Michael
Connolly, co-founder and CEO of Sonobi and Greg Williams, co-founder of
MediaMath will join Mr. Moore as directors of BritePool. Mr. Perkins
will serve as the Chief Operating Officer.

“The industry is at a critical inflection point,” said Mr. Moore,
BritePool director. “Motivated by rising consumer confusion and distrust
of the ecosystem, government regulation, ranging from GDRP in Europe to
CCPA in California, will require new and innovative approaches to incent
and encourage consumers to voluntarily share their identity and
information in a safe and secure environment. They will only do so if
they find the value exchange fair and transparent. At the same time,
publishers and brands alike, under tremendous pressure today, need
stronger identity management tools to ensure more effective and robust
advertising. BritePool operates at the intersection of these dynamic
market forces, providing a solution set for consumers, marketers and
publishers that respects all constituencies.”

Solidifying BritePool’s commitment to building trust with consumers and
providing answers for the publishing and advertising communities,
BritePool is commissioning a series of detailed and comprehensive
national surveys of consumer attitudes on privacy with the goal of
understanding and solving for consumer needs. The first of these
surveys, conducted in conjunction with USC’s Annenberg Center for Public
Relations, will be in the field in late March and will be released in
April.

The team has pulled together an advisory group of influential publishers
and advertiser to provide input, guide development and accelerate
acceptance and buy-in across the industry.

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