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CivicScience Launches New Ad Platform Name and Branding
Fremont, CA: CivicScience, a consumer intelligence company, has formed Rulo, a new media and advertising company aimed at revolutionizing digital marketing in a privacy-centric future. Strategic investors include Jeff Wilke, former CEO of Amazon Worldwide Consumer; Thomas Tull, founder of Legendary Entertainment, and Tod Johnson of The NPD Group.
The company was founded to support the open web by providing privacy-compliant audience data and responsibly sourced without relying on third-party cookies. Rulo distinguishes itself through direct engagement with the user: bringing respondents into the advertising process.
Rulo's name, branding, and design are inspired by a Reuleaux triangle, which is the shape formed by the intersection of three circles in a Venn diagram. Rulo combines three key components: CivicScience's unique voluntary poll respondent base, premium publishers, as well as brand marketers.
"We are in a unique position to engage all three participants of the open web ecosystem: users, content creators, and advertisers," commented Rulo CEO Doug Lauretano, a 20-year media veteran. "Publisher and brand partners have long been asking CivicScience Intelligence for the ability to leverage its data in advertising efforts. This new venture is the natural extension of a research business valued by CMOs at top brands and rooted in trusted relationships and engagement with users."
As privacy initiatives filter through the open web in advertising, all brand stakeholders face new challenges. Advertisers can use Rulo in a world where third-party cookies are quickly becoming obsolete. CivicScience Intelligence will power Rulo's advertising solutions with data collected voluntarily from millions of respondents as well as identified using first-party technology through partnerships with leading digital publishers rather than third-party cookies.
The company's consented data set, which is responsibly sourced, makes it easy for advertisers to reach the right consumer using data that Fortune 500 companies already trust. Rulo provides a level of audience specificity to the open web that is often only found in the web's walled gardens, along with the anonymity and permission users require in a privacy-first world.
Rulo is building its team from the ground up, and it is actively recruiting for multiple positions in marketing, product, and sales. Rulo joined the IAB Tech Lab this month to work with industry leaders to chart a course for a privacy-centric future. On October 13, Lauretano will participate in a panel discussion titled "Renaissance, The Next Generation of Privacy, Addressability, and Safety" alongside executives from both publishing and advertising to discuss how to address common misconceptions and educate your organizations on the core tenets of privacy.