33Across drives ad technology innovation by partnering with Google Cloud

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33Across, a technology platform for publishers designed for the open web, shows 15x growth, scalability and expansion of its market presence one year after announcing its migration to Google Cloud. 33Across’s platform migration to Google Cloud, originally announced in August 2021, was completed in just sixty days. This makes it one of the fastest migrations Google Cloud has seen in ad tech.

33Across’s move to Google Cloud was primarily driven by the need to manage the growing volume of traffic for Lexicon, 33Across’ identity solution designed to help publishers succeed without cookies. Google Cloud Infrastructure scaled the 33Across platform to double publisher partners and more than doubled its cookie-free inventory growth in a six-month period.

Thousands of major publishers use Lexicon directly on the 33Across exchange and through partner SSPs. With the recent launch of the 33Across Prebid User ID module, over 25,000 domains have enabled them to monetize their inventory without cookies through integrated SSP and DSP outside of the 33Across exchange. Google Cloud’s scalable infrastructure has enabled 33Across to rapidly address the growing market need to reach unsolvable audiences. In 2023, 33Across will continue to expand its identity resolution offerings for demand-side, supply-side and data customers in the US and internationally, further leveraging Google Cloud’s global presence for fast, scalable and reliable solutions.

“As we continue to innovate and grow at a rapid pace, we want to make sure we deliver the best product experiences to our customers,” said Shyam Kuttikkad, CTO, 33Across. “Google Cloud solutions allow us to deliver addressability with Lexicon to the entire digital advertising ecosystem with maximum speed and reliability.”

“Ad technologies that provide organizations with fast and reliable experiences are key differentiators in today’s digital advertising space,” said Gia Winters, managing director, Google Cloud Enterprise Sales. “By running its platform on Google Cloud’s highly scalable infrastructure and using cloud technologies to develop new product innovations, 33Across can help organizations confidently navigate programmatic advertising with speed and at cloud scale.”

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