What you need to know:

• Search data provider Captify and Xandr have struck a deal that they say means brands can reach video audiences without the need for cookies or generic demo data, and data owners can leverage their assets and reach programmatic buyers.
• As a result, packaging and pricing assets into an exchange level deal ID that’s tradeable through any DSP in the market is now possible, per Xandr.

Search data firm Captify has partnered with WarnerMedia-owned Xandr to create a new programmatic platform product that they say provides scaled audiences across video without the need for cookies.

Via the Xander Curate marketplace, it brings together the largest independent bank of search data – outside Google – and Captify’s Programmatic Search Intelligence product.

“Buyers can seamlessly activate intent-rich audiences in premium supply at scale. Brands can unlock critical search-powered insights that move the strategic needle without the need for cookies,” said Krish Raja, General Manager of Australia.

Data owners like publishers, retailers and data providers can generate additional revenue, Captify said, by reaching programmatic media buyers through Xander Curate with exchange-level deal IDs tradeable through any DSP on the market.

“Publishers, retailers and data providers often have valuable data assets they are not monetising effectively due to the lack of existing sales channels that offer the commercial control they want,” Erica Blakslee, Senior Account Director at Xandr, said.

The two firms aim to change that.