33Across: Reach the Right Audiences Faster with AI-Powered Supply-Side Targeting
Modern marketers are struggling to maintain precision, scale, and efficiency as the digital landscape fragments and third-party cookies are phased out. Teams are under pressure to unify audience data, activate it across channels like CTV and display, and deliver measurable campaign outcomes without inflating workflow or media costs.
As programmatic complexity grows, the ability to curate supply, enrich identity signals, and deliver targeting directly within the supply path has become a competitive advantage—particularly for brands and agencies that require speed, accuracy, and measurable economic benefit.
33Across
33Across enters this environment as a specialized supply-side curation and addressability platform built to simplify programmatic targeting while expanding high-quality, privacy-safe reach. For more than 15 years, the company has combined machine learning, premium data partnerships, and direct publisher integrations to help marketers reach addressable audiences at scale across channels such as CTV, display, and mobile apps. Its technology is powered by Lexicon, an identity solution that enables deterministic and probabilistic recognition even in cookieless environments.
33Across helps buyers and publishers unlock better advertising performance by enriching supply with identity intelligence, packaging high-performing deal IDs, and applying AI to bid-level decisioning. For buyers, this means more predictable results and lower CPAs. For publishers, it means higher fill rates, deeper monetization, and a seamless path into demand looking for addressable impressions.
The platform’s benefits are most visible in how it merges identity and media at the supply level, allowing marketers to filter inventory before it reaches the DSP. This shift is meaningful: it reduces wasted bids, keeps audience segments intact across browsers and devices, improves match rates, and creates a more efficient economic model for all parties involved. With more than 300 billion monthly data signals, 800,000 integrated global sites, and up to 90% identity resolution, the scale is substantial enough to support both B2B and B2C targeting needs.
Curation That Scales With Your Campaigns
33Across’s curation layer—anchored by its Glossary platform—wraps identity enrichment, premium audience segments, and supply-side activation intelligence into a single workflow. Buyers gain the ability to pre-package PMPs where identity, bidding, and placement work in harmony. Dedicated strategists help set targeting filters, ensuring that campaigns begin with the highest-quality supply available rather than filtering inefficiently after impressions enter the DSP.
This supply-side approach lightens the operational workload for media teams. Campaign setup can be completed in under 24 hours, match rates stay intact across devices, and marketers can reach audiences universally across CTV, app, and display, even in environments where cookies aren’t present. With stronger cross-platform recognition, win rates increase while CPAs fall.
A Supply-Side Platform Built for Addressability
On the publisher side, 33Across provides an addressable supply-side platform (SSP) designed to monetize display, video, and app inventory with no additional lift. Its direct DSP integrations increase demand on identity-enriched impressions and provide toggles for measuring performance across both cookied and non-cookied users. Bid density rises as more DSPs can target cookie-alternative supply, and publishers gain insight into how identity data is directly influencing auction results.
This becomes especially important as CTV and cross-device user journeys expand. Publishers receive differentiated demand tied to high-value audiences, while buyers gain transparent delivery, stronger optimization signals, and consistent performance across varied environments.
Data Licensing With Machine Learning at Its Core
Marketers who need access to scalable audience data can tap 33Across’s extensive data licensing capabilities. With over 1,500 packaged segments across more than 20 categories—and the ability to custom-build models—the platform provides deep audience intelligence enriched by first-party publisher data and 300 billion monthly signals. Machine learning (ML) plays a central role: pattern recognition, clustering algorithms, and recency-weighted scoring help identify user intent and assemble high-performance B2C and B2B segments.
These segments are refreshed weekly and scored daily, ensuring that activation is timely and relevant. Offline partnerships further enhance reach, allowing marketers to combine proprietary offline signals with digital media alignment. The result is a richer, more actionable dataset that bridges the gap between offline data strategy and online execution.
33Across Features
Before exploring the feature list, it’s helpful to understand that 33Across merges identity, curation, and media activation so buyers and publishers can operate from a single, streamlined supply path. The following features—presented in alphabetical order—illustrate the breadth of its capabilities. After the list, you’ll find a short summary paragraph that ties these features together.
- Addressability Tools: Lexicon powers deterministic and probabilistic recognition across browsers and devices, maintaining identity across cookied and cookieless environments.
- AI-Powered Bid Optimization: Machine learning enriches supply and informs smarter bidding, improving match rates and driving lower CPAs.
- Audience Segments: More than 1,500 prebuilt B2C and B2B segments are available, with ongoing scoring and recency weighting for improved accuracy.
- Curation Intelligence: Glossary bundles identity enrichment, premium inventory, and targeted audience segments into PMPs optimized before DSP bidding begins.
- Data Licensing: Marketers can license packaged or custom-built audience segments supported by first-party publisher data and offline partnerships.
- Identity Enrichment: Targeting data is applied directly to supply so marketers maintain audience scale across CTV, mobile apps, and display.
- Machine Learning Models: Clustering, predictive modeling, and pattern recognition algorithms identify user traits and next-step intent.
- Omnichannel Activation: Audiences can be reached consistently across display, CTV, and app environments, enabling unified cross-channel strategies.
- Publisher Monetization: The supply-side platform improves demand density and fill rate by ensuring publishers can sell identity-enriched inventory.
- Reporting Flexibility: Publishers can toggle between cookied and non-cookied views to analyze how identity impacts revenue and performance.
- Supply Path Optimization: Buyers can filter and package supply pre-bid, reducing workflow overhead and eliminating waste.
Together, these features create a cohesive ecosystem where identity, supply, and activation are seamlessly connected. Marketers gain higher performance with less complexity, and publishers see improved monetization driven by demand that values addressable impressions.
How to Get Started with 33Across
Getting started with 33Across begins with selecting whether your team needs curation support, access to the supply-side platform, or data licensing. Most marketers begin through the Glossary platform, where a strategist guides campaign setup, packaging audience segments, and preparing PMPs tailored to your targeting goals. Publishers typically begin by integrating their inventory into the platform to activate Lexicon’s identity enrichment. From there, both sides gain immediate access to addressable supply, machine learning–enhanced targeting, and actionable performance insights.
Ready to simplify programmatic workflows and reach the right audiences with greater efficiency?
