BritePool Identified By Business Insider for Helping Marketers Survive in the Era of Privacy Regulations


In an article promoted as a “MUST READ,” Bussiness Insider Prime (a paid subscription service) identified BritePool as one of “10 tech companies are trying to help marketers survive,” as “Sweeping regulations like California’s upcoming privacy bill threaten to wipe out the advertising industry.” Other companies featured in the article included Acxiom, Epsilon, and LiveRamp.



“Led by former 24/7 Real Media CEO David J. Moore and former Pizza Hut CMO Bob Perkins, BritePool wants to help publishers transition from relying on third-party data to first-party data for advertising.”

“We believe the ad-tech system is fundamentally broken,” Moore said. “Our objective is to level the playing field for ad-supported websites to effectively compete for ad revenues with social media and e-commerce sites.”



“BritePool said publishers would increasingly collect consumer consent for advertising purposes as regulation gains importance… [It] plans to launch free software to help publishers collect IDs based on readers’ browsing habits that advertisers can use as an alternative to Facebook’s and Google’s first-party data. BritePool plans to make money by selling advertisers its aggregate ID audiences.”

BritePool CEO Featured in AdExchanger Podcast

BritePool’s CEO, David J. Moore, was the featured guest on a recent AdExchanger podcast, titled, “Is it Time to Reward Users for Sharing Their Identity?”



In the podcast, Moore discusses his career as a founder of 24 X7 Real Media, the company’s purchase by WPP, his subsequent career as a senior executive in WPP, and his decision to found BritePool.

As AdExchanger notes, “The cookie-based identity regime that fueled the first 25 years of the digital advertising is dying. What will replace it? David Moore, ad tech veteran and CEO of fledgling startup BritePool, says he has an answer.” And, BritePool’s solution is based on consumer control, consent and identity verification.

You can listen to the interview below. To learn about BritePool, fast forward to minute 16 in the interview.



Throtle and BritePool Partner to Build and Distribute Verified Cookieless ID

July 30–NEW YORK & RED BANK, N.J.–Throtle, a leading identity resolution and data onboarding firm, announced its partnership with BritePool, a provider of consumer identity verification for digital advertisers and publishers, to advance the transition to cookieless targeted advertising in the rapidly changing landscape of online consumer marketing.

This collaborative partnership allows online advertisers to purchase frequency controlled consumer audience segments, composed of verified identities, using programmatic platforms for seamless execution by brands and marketers.

The unified BritePool ID is created from multiple data sources combined with proprietary technology, and will offer frequency controlled advertising options, with verified identities, in a cookieless world. It will be a new capability for publishers to compete with Google and Facebook for digital advertising revenues.

“The advertising community is actively looking for solutions that ensure frequency controlled verified identities today, and for the cookieless future,” said David J. Moore, CEO of BritePool. “Our partnership with Throtle is a significant step forward in providing this needed capability,” he added.

“We are excited to be partnering with BritePool and pushing toward the goal of industry-wide cookieless and verified audience identity resolution,” said Paul Chachko, CEO of Throtle. “Together, we’re working toward a future where brands and marketers can provide a better experience to consumers and deliver greater value.”

“Both BritePool and Throtle are focused on providing advertisers with transparency and visibility in the rapidly growing programmatic ad buying arena,” said Moore.

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 that combines frequency controlled identity verification services for advertisers and publishers using existing data sources and unique technology, with a next-generation platform, designed to generate consumer consent with sign-ins, at scale, to deliver identity verification in the approaching world without third-party tracking cookies. For additional information, visit


Bruce Judson 
Director of Communications, BritePool 

Jessica Paviluk 
Director of Marketing, Throtle 

BritePool/Annenberg Privacy Index Shows Small Improvement in Consumer Trust Online

Research Conducted by the USC Annenberg Center for Public Relations, in partnership with BritePool, Finds Publishers and Brands Confront A Potential Backlash Associated with Online Privacy

July 16, 2019, New York, NY –Today, BritePool and the USC Annenberg Center for Public Relations released the results of their latest joint survey of 1,000 Americans, the basis for the ongoing BritePool/Annenberg Privacy Index. 

Bob Perkins, BritePool’s COO, said the survey, conducted in late June, “found that only 18% of respondents strongly believe they are in control of their personal data online,” which “shows continuing, deep anxiety among American consumers who fear they have lost control of their personal information online.”

The initial survey, conducted in March, found only 9% of respondents felt strongly in control of their online data. The Index rose to 16% in May, and now stands at 18%.

“We believe one reason for this small increase is a growing sense of individual control,” said David Moore, CEO of BritePool. “Our joint survey also found that 75% of American adults have cleared their browsing history of tracking cookies at some point.  Concerned consumers are accessing available tools to protect their online privacy,” Moore added.

“Our data continues to underscore the emergent and real conflict that exists in the minds of consumers as they engage in online activity,” says Fred Cook, director of the USC Annenberg Center for Public Relations.  “We repeatedly see that consumers want to engage with brands online, but they want more control over the data they provide.”

Moore cautioned, “tracking cookies are the core of the current online advertising ecosystem. When 75% of consumers tell us they have chosen to block this capability at some point, it suggests that the foundation of the current online advertising system is at risk.”

 “Consumers are warning us that the continuing feasibility of online advertising, as it currently exists, is open to question,” Moore said. “Spending on online advertising now exceeds television, which means consumer privacy concerns will soon be a central issue for brand growth,” he added. According to the Interactive Advertising Bureau (IAB), digital advertising in 2018 accounted for $107.5 billion, as compared to TV ad revenues of $71 billion.

Perkins noted the soon to be effective CCPA legislation in California, where consumers must be given a choice to opt-out and to restrict sharing of their profiles, “will accelerate consumer efforts to control their online data.”

 “The CCPA requires websites to provide a conspicuous, data-sharing opt-out option for every California resident,” Perkins said. “The BritePool/Annenberg Privacy index and attitude surveys suggest large numbers of consumers will take advantage of this easy opt-out mechanism,” he added.

“California is the tip of the iceberg, for evolving, ever easier ways for consumers to prevent sharing of their data,” Moore said. “As consumers exercise this control, they will fundamentally undermine the existing business model for thousands of publishers who rely on consumer data to offer targeted online advertising and participate in programmatic advertising,” he added.

BritePool is the first consumer-focused, vibrant, safe, and secure solution for the digital marketing ecosystem in an advertising-supported open Internet.  BritePool exists to solve 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 valid and actionable identity.

We are creating BritePool as an attractive free service for enrolled consumers, that ensures the responsible use of their data while enabling online publishers to offer the targeted ads that are necessary for their businesses to survive,” said Moore.  “This represents a huge opportunity and solution for everyone,” he added.

Contact: Bruce Judson, Director of Communications, BritePool, 845-745-0957,

Click here for the Business Wire release.

AD Vets To Create Universal ID and Loyalty Reward Program To Woo Consumers

BritePool has aspirations to rival Google and Facebook

A cohort of ad industry veterans and tech platforms are launching BritePool, an identity solution for digital advertising that aims to provide consumers with some level of control over who uses their data. Along the way, it hopes to offer agencies and brands an alternative to the so-called duopoly of Google and Facebook.

Publishers such as CBS, Publishers Clearing House, as well as IBM, are already on board for BritePool, which will offer people who allow brands to use their data the ability to earn rewards such as free Uber rides, for example.

The move comes at a time when an increasing number of companies are attempting to create a standardized universal ID, one that preempts looming regulation while also providing marketers with a user base large enough to rival walled gardens.

Companies such as Google and Facebook hold significant leverage over marketers because both have massive amounts of logged-in users that enable marketers to target consumers with ads. Outside the duopoly, however, advertisers are often forced to use cookie-based solutions, which are becoming increasingly irrelevant given the fragmented landscape. Browsers such as Apple’s Safari are blocking them altogether.

Click here for full article

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

Goal to Become the Most Trusted Platform for Consumers, Publishers, Advertisers and Agencies

NEW YORK–(BUSINESS WIRE)–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.

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