Throtle and BritePool Expand Relationship in Transition to Cookieless Future

Red Bank, NJ and New York, NY — July 28, 2020: BritePool, a provider of consumer verification with an extensive supply chain of publishers and advertisers and Throtle, a leader in identity resolution and data onboarding, today announced an expanded partnership that will provide for the recognition and understanding of customers across channels and devices via cookies, MAIDs and cookieless BritePool IDs.

The digital ecosystem has been steadily moving towards a cookieless future. Throtle and BritePool have partnered to bring a first-in-class authenticated cookieless ID solution to the programmatic ecosystem that is rooted in transparency, accuracy, compliance and trust. By combining focused expertise across supply, demand and identity, Throtle and BritePool allows for creating, finding, transacting and measuring campaign performance in a truly persistent, transparent, accurate and compliant manner.

“By eliminating many of the inaccuracies associated with third party cookies, this partnership provides advertisers a powerful, accurate opportunity to reach new customers and grow their business through BritePool’s supply chain while not missing out on opportunities supplied by cookies,” said BritePool CEO David. J. Moore.

Bruce Biegel, Senior Managing Partner of the Winterberry Group, said “Throtle and BritePool’s partnership is another step forward in post-cookie privacy first identity solution development, one that maximizes the capabilities and relationships of two identity pioneers to enable web publishers to effectively compete with Google and Facebook for digital ad dollars.” Biegel is the lead author of a recent Winterberry Group report, Identity Outlook 2020: The Evolution of Identity in a Privacy-First Post-Cookie World.

“Regardless of your industry, publishing, advertising or data, improving individual recognition and adapting a cookieless ID is imperative,” said Paul Chachko, CEO of Throtle. “Together, we’re working toward a future where brands and marketers can provide a significantly better experience to consumers and deliver greater value.”

About Throtle
Throtle provides brands and marketers with the most accurate 1:1 view of a customer. Throtle is focused on resolving to a deterministic individual for accurate targeting across all devices and channels including IDs, MAIDs, IP Address, Connected TV and more. For more information, visit

About BritePool
BritePool is an identity verification company for advertisers and publishers. The company provides precise, frequency-controlled identity verification services for advertisers and publishers, without third-party cookies, to enable accurate targeting, advertising delivery and attribution. For more information, visit

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