BRAVE, the radically human supply-side platform (SSP), today (10th November 2025) announced a new integration with Roqad, a global leader in privacy-first identity solutions used by leading platforms to connect cross-device audiences while maintaining compliance. This collaboration strengthens BRAVE’s ability to curate auctions with greater precision and relevance, helping partners more effectively reach real audiences across mobile, web, and connected TV (CTV).

With this integration, BRAVE now leverages cross-device identity resolution, household graphing, and contextual enrichment at the infrastructure level. Advertisers and publishers can transact on a cleaner, more consistent signal foundation. The result is smarter supply paths, higher-quality impressions, and outcomes that are both performance-driven and privacy-compliant.

"We’re building infrastructure that’s ready for what comes next," said Amir Sharer, founder and CEO of BRAVE. "With Roqad powering parts of our identity and auction logic, we’ve enhanced our ability to recognise intent, map behaviour across devices, and improve match rates in signal-scarce environments. This isn’t just about cleaner paths. It’s about ensuring that advertisers and publishers can transact with trust in a post-cookie world."

Improved identity signals across the exchange

BRAVE’s adoption of Roqad’s Identity Graph enables recognition of users across fragmented ecosystems, resolving IDs such as UID2, RampID, and PubCommon without sacrificing compliance. These identity connections are now directly embedded into BRAVE’s auction layer, supporting higher match rates and better audience targeting across formats and screens.

In addition, household-level intelligence provides another layer of accuracy, allowing BRAVE to associate shared devices under a single IP for smarter decision-making in multi-device environments, including CTV. This enables more contextually aware campaigns without reliance on deprecated identifiers.

Contextual intelligence at scale

BRAVE’s auction engine has also been enhanced with contextual enrichment powered by Roqad’s Content Taxonomy Graph. With this capability, BRAVE applies behavioural insights mapped to IAB categories in real time, supporting elevated brand suitability, greater relevance, and more refined curation across billions of bid requests daily.

A platform built for the post-cookie era

As identifiers fade and regulations intensify, brands need ways to target actual people, not just devices. This integration equips the ecosystem with precision and scale. By investing in next-generation infrastructure that prioritises outcomes over volume, BRAVE offers demand and supply partners an exchange that is not only faster and smarter but truly future-ready.

"At Roqad, we believe precision and privacy aren’t at odds," said Carsten Frien, founder and CEO at Roqad, "Embedding our cross-device identity, household graph, and contextual enrichment into BRAVE’s exchange helps buyers and sellers across Europe and North America transact on a consistent signal foundation with stronger match rates and smarter, more transparent paths."