Former AdTheorent CEO, Jim Lawson, to Lead D/Cipher’s Growth as Premier Cookie-less Ad Targeting Solution
New York, NY – Dotdash Meredith (DDM), the leading digital and print publisher in America, recently announced the appointment of Jim Lawson as President of D/Cipher. Lawson will report directly to DDM CEO Neil Vogel and will be instrumental in driving the growth and development of DDM’s contextual ad-targeting solution across the open web.
Background on Jim Lawson
Lawson’s extensive experience in the advertising industry includes co-founding AdTheorent, a machine-learning powered Demand Side Platform (DSP), in 2013. He served as CEO from 2019 to 2024. AdTheorent differentiated itself from competitors by not relying on individual identifiers for ad targeting.
What is D/Cipher?
D/Cipher is Dotdash Meredith’s contextual ad-targeting solution designed to help advertisers reach their intended audience on the open web without relying on individual user identifiers, such as cookies. This approach is essential as privacy regulations like the European Union’s General Data Protection Regulation (GDPR) and Apple’s Intelligent Tracking Prevention (ITP) have restricted the use of cookies for targeted advertising.
Impact on the Advertising Industry
With Jim Lawson at the helm, D/Cipher is poised to become the premier cookie-less ad targeting and buying solution for the open Internet. This shift in advertising technology will have significant implications for both advertisers and publishers:
- Advertisers: Advertisers will be able to reach their target audience more effectively by using contextual targeting instead of relying on individual user data. This approach allows them to deliver more relevant ads, improving user experience and potentially increasing engagement and conversions.
- Publishers: Publishers will benefit from the increased demand for contextual advertising, which will lead to higher revenue from ad sales. Additionally, they will be able to maintain user trust by not relying on individual user data for ad targeting.
Effect on Consumers
The implementation of cookie-less ad targeting solutions like D/Cipher can lead to several benefits for consumers:
- Privacy: Consumers will have more control over their online data as their individual information will not be used for targeted advertising.
- Improved User Experience: Ads will be more relevant to the content consumers are engaging with, reducing the number of irrelevant ads and improving overall user experience.
Conclusion
The appointment of Jim Lawson as President of D/Cipher marks an exciting step forward for Dotdash Meredith and the digital advertising industry as a whole. With his extensive experience in machine-learning powered ad-targeting solutions and commitment to privacy-focused advertising, Lawson will be instrumental in driving the growth and development of D/Cipher. This shift towards cookie-less ad targeting solutions will have significant implications for advertisers, publishers, and consumers alike, ultimately leading to improved user experience, increased trust, and more effective advertising.
As we move towards a privacy-focused advertising landscape, solutions like D/Cipher will become increasingly important for businesses looking to connect with their audience online while respecting user privacy. With Jim Lawson at the helm, D/Cipher is well positioned to become the premier cookie-less ad targeting and buying solution for the open web.
