Vault Wins Identity & Privacy Innovation Award, Showcasing a Privacy‑First TV Measurement Platform – The San Francisco‑based data‑clean‑room startup announced Thursday that it captured the top honor at the 2026 Convergent TV Awards, beating heavyweight contenders LiveRamp and The Trade Desk. The win underscores a growing demand for privacy‑enhanced, full‑funnel measurement tools that can operate across the fragmented CTV ecosystem while satisfying the strict compliance regimes of healthcare, fintech sector and insurance digital advertising.
What Vault Announced
Vault, a product of Infra.tv, revealed that its data clean room—designed exclusively for television advertising—has been recognized for “Identity & Privacy Innovation.” The award follows a series of live campaigns that have already demonstrated the platform’s ability to deliver full‑funnel return‑on‑ad‑spend (ROAS) insights across major publishers such as NBCUniversal, Disney, Netflix, Paramount, Warner Bros. Discovery, Tubi and Amazon.
How the Technology Works
At its core, Vault replaces traditional pixel‑based tracking with token‑based privacy‑enhancing tokenization. First‑party event data from advertisers is ingested into the Vault DCR, anonymized, enriched and matched against a tokenized identifier pool. The resulting pipeline feeds Tatari’s measurement engine, allowing publishers to receive attribution credit without ever exposing raw personally identifiable information (PII). Because the clean room is interoperable, a single integration unlocks cross‑publisher visibility—eliminating the need for separate clean‑room contracts with each network.
Why the Award Matters
The accolade arrives at a pivotal moment for regulated verticals. Gartner predicts that by 2027, 70 % of CTV spend will be measured through privacy‑first solutions, a shift driven by tightening data‑privacy laws and the decline of third‑party cookies. Vault’s SOC 2 certification further validates its compliance posture, making it a viable partner for brands that must meet HIPAA, FINRA or GDPR requirements before any data exchange can occur.
Competitive Landscape
Vault’s token‑based approach differentiates it from legacy clean rooms that rely on publisher‑specific identifiers. Competitors such as LiveRamp’s Safe Haven and The Trade Desk’s Unified ID 2.0 still depend on hashed email or device IDs, which are increasingly vulnerable to deprecation and regulatory scrutiny. By abstracting identity into privacy‑safe tokens, Vault offers a more future‑proof architecture, especially for advertisers who need to reconcile cross‑device attribution with strict data‑governance policies.
Implications for Enterprise Marketing Teams
For large‑scale marketers in healthcare, fintech or insurance, Vault removes a long‑standing trade‑off between performance measurement and compliance. Brands like Gusto and Midi Health can now attribute TV impressions to downstream conversions—such as payroll sign‑ups or telehealth appointments—without exposing protected health information (PHI). The platform’s single‑integration model also reduces engineering overhead, allowing media agencies to reallocate resources toward creative optimization and audience segmentation.
Real‑World Validation
Last year Vault partnered with Ours Privacy, a HIPAA‑compliant customer‑data platform, to create an end‑to‑end measurement loop for health‑care advertisers. According to Ours Privacy co‑founder Jessica Holton, the integration “makes HIPAA‑compliant TV measurement both possible and practical.” Midi Health’s Head of Growth, Derek Gerberich, confirms that the combined solution “gave us the confidence to scale our TV investment in a way that simply wasn’t possible before.”
Looking Ahead
As CTV inventory continues to outpace linear TV, the need for transparent, privacy‑centric measurement will only intensify. Analysts at Forrester note that by 2025, 60 % of advertisers will prioritize platforms that provide tokenized, cross‑publisher attribution. Vault’s early traction suggests it could become a de‑facto standard for regulated verticals, potentially prompting larger SSPs and DSPs to adopt similar tokenization frameworks.
Market Landscape
The ad‑tech market is in the midst of a privacy‑driven realignment. Apple’s App Tracking Transparency (ATT) updates and Google’s upcoming Privacy Sandbox have already forced the industry to rethink identity resolution. Simultaneously, the explosion of OTT and CTV inventory—projected by eMarketer to reach $36 billion in US spend by 2027—creates a fertile ground for measurement platforms that can bridge the gap between first‑party data and cross‑screen attribution. Vault’s token‑based clean room sits at the intersection of these trends, offering a compliant alternative to cookie‑based solutions while delivering the granular performance metrics that enterprise marketers demand.
Top Insights
- SEO‑first tokenization outpaces cookie reliance: Vault’s token model sidesteps deprecation risks, delivering reliable cross‑publisher attribution for regulated brands.
- SOC 2 certification unlocks regulated spend: The audit assures healthcare, fintech and insurance marketers that data handling meets industry‑mandated controls.
- Single integration cuts engineering costs: Advertisers can measure TV impact across NBCU, Disney, Netflix and Amazon without building separate clean‑room connections.
- Award signals market validation: Winning over LiveRamp and The Trade Desk highlights Vault’s competitive edge in identity‑privacy innovation.
- Enterprise adoption accelerates: Early partners like Gusto and Midi Health report measurable ROAS improvements, encouraging broader enterprise rollout.
Get in touch with our Adtech experts
