Silverpush, an AdTech solution specialized for connected TV (CTV) advertising, announced a strategic partnership with 4D, a customer experience company with advanced contextual targeting and insights, to propel Silverpush's omnichannel strategy forward, utilizing Silverpush's advanced contextual intelligence technology, “Mirrors.”

The partnership is expected to broaden Silverpush's range of cookieless solutions across multiple digital platforms, such as over-the-top (OTT), CTV, and programmatic. It also enables Silverpush to identify non-endemic keywords and contexts that have a notable impact on campaign performance and empowers advertisers to optimize campaigns and improve effectiveness.

Analyst QuickTake: Silverpush's partnership with 4D signifies its response to the industry's transition away from third-party cookies, which aligns with the broader trend in marketing to find alternative solutions while prioritizing data privacy. This move is in line with other developments in the industry, such as Simpli.fi's acquisition of Bidtellect, a contextual, cookieless, and native DSP, and Seedtag's introduction of Contextual Profiles, a solution that allows advertisers to run effective campaigns without relying on cookies or personal data.