Author name: khazi@cubera.co

In the ever-evolving digital advertising world, success hinges not just on reach—but on relevance, real-time execution, and precision tracking. As brands increasingly demand smarter, faster, and more accountable campaigns, a new generation of tools is reshaping the AdTech landscape. Leading this transformation is Cubera, an AdTech ecosystem company redefining how marketers approach omni-channel advertising. At the core of Cubera’s innovation are two proprietary technologies—Cubera’s Edge DSP and Vertex Digital AdExchange Services in the USA. Together, these tools are creating a dynamic, data-driven ecosystem that streamlines campaign execution and supercharges performance tracking. What Are Cubera’s Edge and Vertex Tools? Cubera’s Edge and Vertex tools form the company’s end-to-end campaign delivery and optimisation stack: • Cubera’s Edge is an omnichannel DSP (Demand-Side Platform) built for real-time media buying, advanced targeting, and predictive optimisation across mobile, display, CTV, DOOH, and native environments. • Vertex is Cubera’s proprietary Digital AdExchange, facilitating high-quality, privacy-compliant inventory trading with premium supply partners across the USA and globally. Combined, they represent a holistic approach to solving today’s media challenges—from audience fragmentation and cookie deprecation to performance attribution and fraud prevention. Cubera’s Edge: Rewriting the DSP Playbook Traditional DSPs have long struggled to adapt to the new normal of privacy-first, cross-device, hyper-personalised advertising. Cubera’s Edge solves this by focusing on agility, intelligence, and integration. Here’s how Edge Omnichannel DSP services elevate campaign execution: 1. Omni-Channel Precision Cubera’s Edge is designed to deliver consistent messaging across platforms—from smartphones and desktops to connected TVs and digital billboards. With a single interface, marketers can plan, launch, and monitor campaigns that operate fluidly across environments. This omni-channel capability is crucial in a world where user journeys jump between touchpoints. Edge ensures your message stays coherent—and visible—throughout the funnel. 2. Real-Time AI Optimization At the heart of Cubera’s Edge is a powerful machine learning engine that analyses live data to tweak bids, adjust creatives, and reallocate budgets on the fly. The result? • Better CTRs and conversions • Reduced wastage • Dynamic scaling of high-performing segments Marketers no longer need to “set and forget”—they can trust Edge to optimise continuously and autonomously. 3. Audience Intelligence and Identity Integration Edge natively integrates with identity graph technology, enabling precise targeting without relying solely on third-party cookies. This is where Cubera’s role as a cutting-edge AdTech ecosystem company truly stands out. By cross-referencing device IDs, hashed emails, and contextual signals, Edge builds robust audience profiles for: • Lookalike modelling • Behavioural targeting • Retargeting across platforms This approach aligns perfectly with the demands of privacy-first performance marketing. Vertex: A Transparent, High-Quality AdExchange While Edge powers the demand side, Vertex ensures that supply quality is never compromised. Built for transparency, compliance, and control, Vertex Digital AdExchangeServices in the USA provides brands and agencies access to high-value inventory at scale. Here’s how Vertex changes the game: 1. Premium, Brand-Safe Inventory Vertex connects buyers to vetted, high-performing publishers across categories like news, entertainment, lifestyle, and finance. Supply is verified through rigorous quality checks, minimising fraud and ensuring brand-safe placements. This enables advertisers to confidently scale their campaigns without sacrificing integrity. 2. Transparent Supply Path Optimisation (SPO) With increasing scrutiny over ad spend leakage, Vertex provides deep insights into supply paths, helping buyers choose the most efficient and cost-effective routes to impressions. This transparency empowers brands to: • Avoid middlemen • Maximise ROI • Establish direct relationships with high-performing media sources 3. US-Focused Supply with Global Reach While Vertex Digital AdExchange Services in the USA offers extensive coverage of American premium supply, its infrastructure is scalable for global buys. This makes it an ideal partner for brands looking to run geo-targeted or multi-region campaigns without rebuilding their strategy from scratch. Performance Tracking That Goes Beyond Clicks Execution is only half the story. What sets Cubera’s Edge and Vertex tools apart is their unified performance tracking engine, built to deliver granular visibility and advanced attribution. Unified Dashboards Edge and Vertex are tightly integrated to feed real-time data into centralised dashboards—covering: • Impressions, clicks, and viewability • Conversion metrics across channels • Spend pacing and ROI performance • Creative-level heatmaps and engagement metrics These insights are not just post-campaign summaries—they’re actionable, real-time signals for continuous refinement. Advanced Attribution Models Beyond last-click, Cubera offers: • Multi-touch attribution • Time decay and position-based models • Custom funnel tracking for eCommerce and lead-gen clients These features ensure marketers understand how users are engaging, where they drop off, and what drives results—across the entire journey. Why This Matters for Modern Advertisers Let’s face it—modern advertising is complex. Consumers are savvier. Regulations are stricter. And competition for attention is relentless. To succeed, marketers need tools that are: • Fast • Data-rich • Insight-driven • Future-ready Cubera’s Edge and Vertex tools bring all of this together in one integrated stack. Marketers no longer have to stitch together disparate platforms, guess at attribution, or rely on dated assumptions. Instead, they can: • Execute omni-channel campaigns with agility • Optimise with confidence using real-time AI • Access premium inventory with guaranteed transparency • Track performance with depth and clarity That’s what modern AdTech should look like—and it’s what Cubera delivers. In the race for customer attention, precision and speed win. Cubera’s Edge DSP and Vertex AdExchange are not just tools—they’re enablers of a smarter, more accountable marketing future. For brands, agencies, and marketers seeking performance without compromise, Cubera offers a full-funnel solution that combines technology, intelligence, and transparency at scale. As the digital world evolves, trust Cubera to evolve with it—turning complexity into clarity and data into results.

In the ever-expanding world of digital advertising, marketers demand more than just tools—they need ecosystems. Platforms that don’t just execute, but connect, optimise, and evolve in real time. This is the promise of Cubera’s powerful AdTech suite—a set of finely tuned, AI-driven solutions that help brands thrive in a complex and privacy-first digital era. Cubera is not just another AdTech player. It’s a visionary AdTech ecosystem companyarchitecting a full-funnel performance stack. From data activation to omni-channel delivery and measurement, Cubera’s unified platform helps brands scale with intelligence, efficiency, and measurable outcomes. Let’s take a closer look at the core Cubera tools that make up this next-gen suite: Cube, Identity Graph, Vertex, and Edge. 1. Cube: The Command Centre of Campaign Intelligence At the heart of Cubera’s offering lies Cube—the brain of the operation. Think of Cube as the centralised hub where campaign planning, audience building, data insights, and performance management converge. What Cube Delivers: • Unified Campaign Planning: Coordinate multi-platform campaigns with ease. • Data-Driven Budgeting: Cube suggests optimal budget splits based on real-time performance signals. • Predictive Analytics: AI models forecast ROI across audience segments and channels before the campaign even begins. Whether you’re a CMO tracking enterprise-wide outcomes or a media planner refining channel mixes, Cube simplifies complexity into clarity. 2. Identity Graph: Powering Personalisation at Scale Modern advertising demands relevance, and relevance demands identity resolution. Cubera’sIdentity Graph is the engine that transforms scattered data points into singular, actionable customer profiles. Built to navigate a post-cookie, privacy-first landscape, the Identity Graph links: • Device IDs • Hashed emails • Cookies • Offline data (POS, CRM) • Contextual and behavioural attributes This sophisticated unification process enables marketers to create persistent user identities and deliver seamless personalisation across channels. Why It Matters: • Cross-Device Cohesion: Target the same user on mobile, desktop, and CTV without duplication. • Smart Segmentation: Build rich audience cohorts based on behaviour and intent. • Consent-Centric Design: All resolution complies with global privacy frameworks like GDPR and CCPA. The Identity Graph is where Cubera tools begin to shift from data collection to actionable insight—bridging customer understanding with media execution. 3. Vertex: The Future-Ready Ad Exchange In the programmatic space, buying inventory is no longer just about scale—it’s about quality, control, and transparency. That’s where Vertex, Cubera’s proprietary Ad Exchange, plays a transformative role. Key Features of Vertex: • Premium Supply Access: Tap into high-quality, brand-safe publishers in the USA and beyond. • Transparent Trading: Built-in SPO (Supply Path Optimisation) ensures direct, efficient paths to inventory. • Fraud Prevention: Real-time filters eliminate invalid traffic and suspicious impressions before they impact your ROI. By embedding Vertex into the larger AdTech tools ecosystem, Cubera ensures that every impression served aligns with performance goals and brand safety standards. 4. Edge: Omnichannel Execution, Reimagined Cubera’s Edge is a state-of-the-art Omnichannel DSP that brings creative delivery and bid intelligence together under one agile system. It’s built for the realities of today’s media consumption—cross-device, real-time, and ROI-focused. What Makes Edge Exceptional: • Real-Time Optimisation: Edge adapts bidding strategies on the fly based on contextual and performance data. • Channel Fluidity: Run unified campaigns across display, mobile, CTV, DOOH, and more. • AI-Powered Creatives: Edge personalises ad creatives dynamically based on audience segments and funnel position. Unlike legacy DSPs, Edge is not siloed. It integrates natively with Cube’s planning intelligence, the Identity Graph’s targeting precision, and Vertex’s premium supply—offering true end-to-end activation. Why Cubera’s Powerful AdTech Suite Stands Out Most platforms offer point solutions—separate tools for planning, buying, identity, and reporting. Cubera breaks this mould by offering a seamlessly integrated suite of AdTech tools that work better together. The Cubera Advantage: • Connected Intelligence: Every decision made in Cube, from budget to targeting, feeds directly into Edge and Vertex. • Data Unification: Identity Graph ensures that media is not just targeted, but meaningfully personalised. • Omnichannel Orchestration: Edge empowers fluid campaigns across devices and environments—with consistent brand messaging. • Privacy-First Performance: All tools are built with compliance and ethical data use at their core. Together, Cube, Identity Graph, Vertex, and Edge don’t just improve media outcomes—they reinvent how marketing performance is measured, optimised, and scaled. In a time when digital advertising demands more agility, intelligence, and accountability than ever before, Cubera’s powerful AdTech suite stands out as a beacon of innovation. With Cube as the planner, Identity Graph as the strategist, Vertex as the marketplace, and Edge as the executor—Cubera gives marketers a single, orchestrated system to deliver, optimise, and scale results. Whether you’re a brand seeking better ROI, an agency looking to simplify operations, or a media buyer in pursuit of transparency—Cubera has a tool designed to make your vision real. Because in today’s advertising world, tools alone aren’t enough. What you need is a suite that works smarter—together.

In an era where customer journeys span across apps, browsers, connected TVs, and smart devices, marketers face a fundamental challenge—how to truly understand their audience. The answer lies in identity graphs, the backbone of modern customer intelligence. Identity graphs enable brands to move beyond fragmented views and build unified customer profiles. These profiles reveal not just who a customer is but how they behave across platforms. In short, identity graphs transform raw data into actionable customer insights, enabling more strategic, measurable, and effective marketing outcomes. Whether you’re a fast-growing data company or an established brand navigating the AdTech ecosystem, the ability to accurately understand customer behaviour is no longer optional—it’s your competitive edge. What Are Identity Graphs? Identity graphs are data frameworks that link unique identifiers—like emails, cookies, device IDs, phone numbers, and even offline data like loyalty card info—to construct a single, persistent customer view. This unification is essential for understanding consumer behaviour across devices, sessions, and platforms. By centralising this data, identity graphs allow marketers to resolve identities across environments in real time, delivering not just reach, but relevance. This is especially crucial in modern advertising, where personalisation, privacy, and omnichannel precision are key performance levers. Why Customer Insights Matter More Than Ever Modern consumers expect brands to know them—to anticipate their needs and speak to them contextually. Yet most brands are sitting on oceans of unstructured or siloed data, struggling to derive real meaning from it. This is where identity graphs shine. By mapping customer actions across channels and correlating those actions to a single identity, marketers gain deep customer insights like: • Preferred channels and devices • Time-of-day engagement behaviour • Purchase intent signals • Product affinities • Lifecycle stage Such granular data is invaluable for optimising customer engagement strategies, from targeted messaging and smart segmentation to churn prediction and lifecycle marketing. How Identity Graphs Power Customer Insights Let’s look at how identity graphs generate customer insights through a typical flow: 1. Data Ingestion: The graph pulls in data from multiple sources—CRM, CDP, e-commerce platforms, mobile apps, ad pixels, etc. 2. Identity Resolution: Using deterministic and probabilistic models, the graph maps fragmented identifiers to individual users. This includes offline-to-online resolution when possible. 3. Profile Enrichment: The graph enriches identities with behavioural, demographic, and contextual data, providing a full picture of the user. 4. Insight Activation: These enriched profiles can now be used to power campaigns, trigger automation, run analytics, and inform strategic decisions. All of this happens in real time within a robust privacy framework—making identity graphs one of the most powerful tools in the AdTech ecosystem. Cubera: A Real-World Enabler Platforms like Cubera are redefining the role of identity infrastructure in marketing. As a new-age adtech ecosystem company, Cubera acts as a real-time orchestration layer—connecting data sources, resolving identities, and activating insights across paid and owned channels. When combined with identity graphs, Cubera empowers marketers to go from “What are users doing?” to “Who is doing it, and why?”—the kind of clarity that fuels ROI-positive decisions. By using Cubera’s platform integrated with an identity graph, brands can: • Reduce waste in ad spending • Build consistent cross-channel journeys • Improve personalisation accuracy • Enhance real-time decisioning • Safeguard user privacy through compliant architecture From Data Company to Insight Company Any business today is a data company, whether it’s acknowledged or not. But it’s the move from data collection to data connection that separates winners from the rest. An identity graph allows brands to extract context from chaos—turning petabytes of scattered customer signals into meaningfully connected dots. This evolution is critical. In a cookieless, consent-first world, the value doesn’t lie in raw data, but in how intelligently and ethically it’s activated. Brands that understand this are repositioning themselves not just as data-driven, but insight-led organisations. Identity Graphs and Customer Behaviour Analytics Understanding customer behaviour is not just about clicks and conversions. It’s about anticipating intent, detecting friction, and adapting to behavioural shifts. Identity graphs enhance behaviour analytics in several ways: • Path Analysis: Discover multi-touchpoint journeys that lead to conversions • Funnel Optimisation: Uncover where and why users drop off across devices • LTV Prediction: Use behavioural indicators to forecast lifetime value • Audience Discovery: Find lookalike segments based on shared identifiers and behavioural traits These insights help craft smarter product experiences, sharper campaign strategies, and more meaningful customer interactions. The Impact on Customer Engagement At the heart of all this intelligence is one goal: customer engagement. Identity graphs make engagement more personalised, timely, and relevant. They enable: • Real-time personalisation based on unified customer profiles • Dynamic retargeting that respects previous interactions across devices • Automated journey orchestration tailored to user behaviour and preferences • Proactive service—such as chatbots or CRM actions triggered by data from the graph This shift from static segmentation to dynamic orchestration is what makes identity graphs indispensable in modern advertising. Big Data, Small Moments Ironically, while big data powers identity graphs, the real magic happens in the micro-moments—those intimate, context-rich engagements that define customer loyalty. Whether it’s sending a re-engagement push notification at the right hour or recommending a product based on recent browsing behaviour, identity graphs ensure brands don’t just reachpeople—they connect meaningfully. This is particularly crucial in industries like retail, travel, finance, and media, where cross-device journeys and high-touch personalisation define success. As digital experiences become more fluid, identity graphs provide the solid ground needed to understand, engage, and grow customer relationships. They’re not just tools for advertising—they’re foundational systems for customer intelligence. Partnering with the right adtech ecosystem company, such as Cubera, and aligning your marketing stack with real-time identity resolution ensures that your brand moves at the speed of customer expectation. In the end, it’s not about having more data. It’s about having the right insights—and using them to build meaningful, measurable engagement. Because in modern advertising, the brand that knows its customers best, wins.

In the age of hyper-connectivity and data overload, one thing remains clear: personalized marketing is no longer optional—it’s expected. But true personalization doesn’t begin with flashy creatives or catchy copy. It starts with unified data. For brands to deliver messages that resonate, they must first know who their customers are—across devices, sessions, and platforms. That’s where Cubera Identity Graph steps in as a foundational solution, enabling a clear, complete, and privacy-safe view of the customer. With unified data, brands can shift from guesswork to intelligence, building personalized journeys that drive engagement, loyalty, and long-term revenue. Let’s explore how identity resolution, audience segmentation, and data integration converge to deliver exceptional marketing outcomes. Why Unified Data Matters in Personalization When data lives in silos—CRM, web analytics, mobile apps, email systems—brands lose context. A customer browsing a product on desktop might be invisible when they log in from mobile. A frequent buyer could be mistakenly treated as a first-time visitor. Unified data solves this by connecting the dots, enabling marketers to: • Deliver consistent messaging across channels • Understand a customer’s complete journey • Tailor content and offers based on real-time behaviour • Improve audience segmentation and targeting accuracy • Accurately attribute campaign performance Without data unity, personalization becomes fragmented, inconsistent, and ineffective. The Power of the Cubera Identity Graph At the heart of Cubera’s personalization engine lies the Cubera Identity Graph, a powerful solution designed to resolve and unify user identities across every digital and offline interaction. What is the Cubera Identity Graph? It’s an advanced identity resolution framework that links customer identifiers—emails, cookies, device IDs, mobile numbers, and even point-of-sale data—into a single, persistent profile. These profiles are enriched continuously through real-time data integration, enabling brands to see customers as complete individuals, not disconnected data points. Key Features of the Cubera Identity Graph: • Real-Time Resolution: Match users across channels instantly, even without logins. • Cross-Device Intelligence: Track behaviour across web, mobile, app, and CTV. • Privacy-First Architecture: Compliant with GDPR, CCPA, and global data standards. • Scalable Data Unification: Works across millions of profiles with built-in deduplication. Cubera’s offering is more than a technology—it’s a strategy that empowers brands to execute highly data-driven approaches to marketing. Data Integration: Connecting the Dots That Matter Unified data begins with integration—seamlessly combining information from all touchpoints and sources. Cubera enables this by ingesting first-party, second-party, and third-party data into a centralized identity framework. With native integrations into major CRM platforms, analytics tools, DMPs, and e-commerce backends, Cubera ensures no insight is left behind. Benefits of Data Integration: • Eliminates silos between departments and data systems • Speeds up segmentation and campaign deployment • Creates context-rich profiles that go beyond surface-level traits • Improves attribution by understanding the full journey to conversion In the end, integrated data becomes the fuel for personalized, high-conversion messaging. Audience Segmentation with Unified Intelligence Segmentation is only as smart as the data behind it. With Cubera Identity Graph powering identity resolution, marketers can create highly specific and responsive audience segmentations. Rather than relying on static demographics, Cubera enables dynamic segments based on: • Real-time behaviours (e.g., cart abandonment, page views) • Purchase patterns and frequency • Engagement with past campaigns • Predicted intent and lifecycle stage • Cross-device and multi-session activity Identify Graph Marketing Services: Strategy Meets Execution Technology alone doesn’t create results—strategic execution does. That’s why Cubera offers end-to-end identify graph marketing services to help brands operationalize identity intelligence in their campaigns. From onboarding and setup to custom integrations and optimisation consulting, Cuberaworks closely with brands to: • Identify key data sources to ingest and unify • Build high-value audience segments for campaign targeting • Activate identity graphs across channels (email, display, search, CTV) • Measure impact through unified attribution and reporting dashboards These services ensure that the Cubera Identity Graph isn’t just a platform—it’s a performance engine. A Data-Driven Approach to Marketing Success What separates leading brands from the rest isn’t just their tech stack—it’s how they use it. Cubera enables a data-driven approach to marketing, where decisions are informed by behaviour, timing, and context—not assumptions. With real-time access to unified profiles, brands can: • Serve personalized content to the right user at the right time • React to behavioural triggers with automation (e.g., price drops, re-engagement) • Suppress irrelevant messaging and reduce ad fatigue • Continuously refine segments based on performance data It’s not just personalisation—it’s precision marketing at scale. In a fragmented digital world, personalization is only as powerful as the data behind it. Without unified data, even the best creative strategies can fall flat. But with identity-driven marketing powered by Cubera, brands can build deeper relationships, reduce churn, and increase customer lifetime value. The Cubera Identity Graph brings clarity to chaos, turning scattered interactions into cohesive journeys—delivered with purpose, powered by data. Whether you’re an enterprise brand or a scaling startup, the path to personalization starts with identity—and Cubera is ready to lead the way.

In the ever-evolving digital advertising world, success hinges not just on reach—but on relevance, real-time execution, and precision tracking. As brands increasingly demand smarter, faster, and more accountable campaigns, a new generation of tools is reshaping the AdTech landscape. Leading this transformation is Cubera, an AdTech ecosystem company redefining how marketers approach omni-channel advertising. At the core of Cubera’s innovation are two proprietary technologies—Cubera’s Edge DSP and Vertex Digital AdExchange Services in the USA. Together, these tools are creating a dynamic, data-driven ecosystem that streamlines campaign execution and supercharges performance tracking. What Are Cubera’s Edge and Vertex Tools? Cubera’s Edge and Vertex tools form the company’s end-to-end campaign delivery and optimisation stack: • Cubera’s Edge is an omnichannel DSP (Demand-Side Platform) built for real-time media buying, advanced targeting, and predictive optimisation across mobile, display, CTV, DOOH, and native environments. • Vertex is Cubera’s proprietary Digital AdExchange, facilitating high-quality, privacy-compliant inventory trading with premium supply partners across the USA and globally. Combined, they represent a holistic approach to solving today’s media challenges—from audience fragmentation and cookie deprecation to performance attribution and fraud prevention. Cubera’s Edge: Rewriting the DSP Playbook Traditional DSPs have long struggled to adapt to the new normal of privacy-first, cross-device, hyper-personalised advertising. Cubera’s Edge solves this by focusing on agility, intelligence, and integration. Here’s how Edge Omnichannel DSP services elevate campaign execution: 1. Omni-Channel Precision Cubera’s Edge is designed to deliver consistent messaging across platforms—from smartphones and desktops to connected TVs and digital billboards. With a single interface, marketers can plan, launch, and monitor campaigns that operate fluidly across environments. This omni-channel capability is crucial in a world where user journeys jump between touchpoints. Edge ensures your message stays coherent—and visible—throughout the funnel. 2. Real-Time AI Optimization At the heart of Cubera’s Edge is a powerful machine learning engine that analyses live data to tweak bids, adjust creatives, and reallocate budgets on the fly. The result? • Better CTRs and conversions • Reduced wastage • Dynamic scaling of high-performing segments Marketers no longer need to “set and forget”—they can trust Edge to optimise continuously and autonomously. 3. Audience Intelligence and Identity Integration Edge natively integrates with identity graph technology, enabling precise targeting without relying solely on third-party cookies. This is where Cubera’s role as a cutting-edge AdTech ecosystem company truly stands out. By cross-referencing device IDs, hashed emails, and contextual signals, Edge builds robust audience profiles for: • Lookalike modelling • Behavioural targeting • Retargeting across platforms This approach aligns perfectly with the demands of privacy-first performance marketing. Vertex: A Transparent, High-Quality AdExchange While Edge powers the demand side, Vertex ensures that supply quality is never compromised. Built for transparency, compliance, and control, Vertex Digital AdExchangeServices in the USA provides brands and agencies access to high-value inventory at scale. Here’s how Vertex changes the game: 1. Premium, Brand-Safe Inventory Vertex connects buyers to vetted, high-performing publishers across categories like news, entertainment, lifestyle, and finance. Supply is verified through rigorous quality checks, minimising fraud and ensuring brand-safe placements. This enables advertisers to confidently scale their campaigns without sacrificing integrity. 2. Transparent Supply Path Optimisation (SPO) With increasing scrutiny over ad spend leakage, Vertex provides deep insights into supply paths, helping buyers choose the most efficient and cost-effective routes to impressions. This transparency empowers brands to: • Avoid middlemen • Maximise ROI • Establish direct relationships with high-performing media sources 3. US-Focused Supply with Global Reach While Vertex Digital AdExchange Services in the USA offers extensive coverage of American premium supply, its infrastructure is scalable for global buys. This makes it an ideal partner for brands looking to run geo-targeted or multi-region campaigns without rebuilding their strategy from scratch. Performance Tracking That Goes Beyond Clicks Execution is only half the story. What sets Cubera’s Edge and Vertex tools apart is their unified performance tracking engine, built to deliver granular visibility and advanced attribution. Unified Dashboards Edge and Vertex are tightly integrated to feed real-time data into centralised dashboards—covering: • Impressions, clicks, and viewability • Conversion metrics across channels • Spend pacing and ROI performance • Creative-level heatmaps and engagement metrics These insights are not just post-campaign summaries—they’re actionable, real-time signals for continuous refinement. Advanced Attribution Models Beyond last-click, Cubera offers: • Multi-touch attribution • Time decay and position-based models • Custom funnel tracking for eCommerce and lead-gen clients These features ensure marketers understand how users are engaging, where they drop off, and what drives results—across the entire journey. Why This Matters for Modern Advertisers Let’s face it—modern advertising is complex. Consumers are savvier. Regulations are stricter. And competition for attention is relentless. To succeed, marketers need tools that are: • Fast • Data-rich • Insight-driven • Future-ready Cubera’s Edge and Vertex tools bring all of this together in one integrated stack. Marketers no longer have to stitch together disparate platforms, guess at attribution, or rely on dated assumptions. Instead, they can: • Execute omni-channel campaigns with agility • Optimise with confidence using real-time AI • Access premium inventory with guaranteed transparency • Track performance with depth and clarity That’s what modern AdTech should look like—and it’s what Cubera delivers. In the race for customer attention, precision and speed win. Cubera’s Edge DSP and Vertex AdExchange are not just tools—they’re enablers of a smarter, more accountable marketing future. For brands, agencies, and marketers seeking performance without compromise, Cubera offers a full-funnel solution that combines technology, intelligence, and transparency at scale. As the digital world evolves, trust Cubera to evolve with it—turning complexity into clarity and data into results.

In the ever-expanding world of digital advertising, marketers demand more than just tools—they need ecosystems. Platforms that don’t just execute, but connect, optimise, and evolve in real time. This is the promise of Cubera’s powerful AdTech suite—a set of finely tuned, AI-driven solutions that help brands thrive in a complex and privacy-first digital era. Cubera is not just another AdTech player. It’s a visionary AdTech ecosystem companyarchitecting a full-funnel performance stack. From data activation to omni-channel delivery and measurement, Cubera’s unified platform helps brands scale with intelligence, efficiency, and measurable outcomes. Let’s take a closer look at the core Cubera tools that make up this next-gen suite: Cube, Identity Graph, Vertex, and Edge. 1. Cube: The Command Centre of Campaign Intelligence At the heart of Cubera’s offering lies Cube—the brain of the operation. Think of Cube as the centralised hub where campaign planning, audience building, data insights, and performance management converge. What Cube Delivers: • Unified Campaign Planning: Coordinate multi-platform campaigns with ease. • Data-Driven Budgeting: Cube suggests optimal budget splits based on real-time performance signals. • Predictive Analytics: AI models forecast ROI across audience segments and channels before the campaign even begins. Whether you’re a CMO tracking enterprise-wide outcomes or a media planner refining channel mixes, Cube simplifies complexity into clarity. 2. Identity Graph: Powering Personalisation at Scale Modern advertising demands relevance, and relevance demands identity resolution. Cubera’sIdentity Graph is the engine that transforms scattered data points into singular, actionable customer profiles. Built to navigate a post-cookie, privacy-first landscape, the Identity Graph links: • Device IDs • Hashed emails • Cookies • Offline data (POS, CRM) • Contextual and behavioural attributes This sophisticated unification process enables marketers to create persistent user identities and deliver seamless personalisation across channels. Why It Matters: • Cross-Device Cohesion: Target the same user on mobile, desktop, and CTV without duplication. • Smart Segmentation: Build rich audience cohorts based on behaviour and intent. • Consent-Centric Design: All resolution complies with global privacy frameworks like GDPR and CCPA. The Identity Graph is where Cubera tools begin to shift from data collection to actionable insight—bridging customer understanding with media execution. 3. Vertex: The Future-Ready Ad Exchange In the programmatic space, buying inventory is no longer just about scale—it’s about quality, control, and transparency. That’s where Vertex, Cubera’s proprietary Ad Exchange, plays a transformative role. Key Features of Vertex: • Premium Supply Access: Tap into high-quality, brand-safe publishers in the USA and beyond. • Transparent Trading: Built-in SPO (Supply Path Optimisation) ensures direct, efficient paths to inventory. • Fraud Prevention: Real-time filters eliminate invalid traffic and suspicious impressions before they impact your ROI. By embedding Vertex into the larger AdTech tools ecosystem, Cubera ensures that every impression served aligns with performance goals and brand safety standards. 4. Edge: Omnichannel Execution, Reimagined Cubera’s Edge is a state-of-the-art Omnichannel DSP that brings creative delivery and bid intelligence together under one agile system. It’s built for the realities of today’s media consumption—cross-device, real-time, and ROI-focused. What Makes Edge Exceptional: • Real-Time Optimisation: Edge adapts bidding strategies on the fly based on contextual and performance data. • Channel Fluidity: Run unified campaigns across display, mobile, CTV, DOOH, and more. • AI-Powered Creatives: Edge personalises ad creatives dynamically based on audience segments and funnel position. Unlike legacy DSPs, Edge is not siloed. It integrates natively with Cube’s planning intelligence, the Identity Graph’s targeting precision, and Vertex’s premium supply—offering true end-to-end activation. Why Cubera’s Powerful AdTech Suite Stands Out Most platforms offer point solutions—separate tools for planning, buying, identity, and reporting. Cubera breaks this mould by offering a seamlessly integrated suite of AdTech tools that work better together. The Cubera Advantage: • Connected Intelligence: Every decision made in Cube, from budget to targeting, feeds directly into Edge and Vertex. • Data Unification: Identity Graph ensures that media is not just targeted, but meaningfully personalised. • Omnichannel Orchestration: Edge empowers fluid campaigns across devices and environments—with consistent brand messaging. • Privacy-First Performance: All tools are built with compliance and ethical data use at their core. Together, Cube, Identity Graph, Vertex, and Edge don’t just improve media outcomes—they reinvent how marketing performance is measured, optimised, and scaled. In a time when digital advertising demands more agility, intelligence, and accountability than ever before, Cubera’s powerful AdTech suite stands out as a beacon of innovation. With Cube as the planner, Identity Graph as the strategist, Vertex as the marketplace, and Edge as the executor—Cubera gives marketers a single, orchestrated system to deliver, optimise, and scale results. Whether you’re a brand seeking better ROI, an agency looking to simplify operations, or a media buyer in pursuit of transparency—Cubera has a tool designed to make your vision real. Because in today’s advertising world, tools alone aren’t enough. What you need is a suite that works smarter—together.

In today’s hyper-connected digital world, where a single user might interact with a brand across ten different platforms and devices before converting, understanding who that user is—and when and how to engage them—has become the holy grail of modern marketing. This is where the Identity Graph Marketing Agency steps in. These agencies help brands harness the power of identity graphs to unify fragmented consumer data and make sense of scattered interactions. From cookies and emails to mobile IDs and IP addresses, identity graphs serve as the connective tissue in the modern adtechecosystem, allowing marketers to deliver truly omni-channel targeting services. What Is an Identity Graph? At its core, an identity graph is a big data structure that links together all available identifiers for a consumer. These might include email addresses, device IDs, cookies, app activity, browser behaviour, phone numbers, social handles, purchase history, and more. Each of these data points might exist in isolation in a brand’s ecosystem, but with the help of cross-correlation and algorithmic matching, an identity graph merges them to create a single, persistent view of the customer—often called a “unified identity.” In other words, identity graphs do what traditional CRMs and DMPs (Data Management Platforms) cannot: connect and reconcile user data across platforms in real time, with minimal duplication and maximum precision. The Role of an Identity Graph Marketing Agency Building and maintaining an identity graph requires a highly specialised skill set. This is where an Identity Graph Marketing Agency comes in. These agencies bring together expertise in big data, machine learning, compliance, and marketing execution to help brands: • Construct identity graphs tailored to their datasets and customer journeys • Connect data from first-party, second-party, and third-party sources • Apply cross-correlation techniques to resolve identities across touchpoints • Enable seamless omni-channel targeting services • Ensure privacy-compliant data usage in line with evolving regulations (GDPR, CCPA) For example, Cubera, a leading adtech ecosystem company, acts not only as a data integrator but also as a powerful orchestration layer for identity resolution. Working with a specialised agency that understands platforms like Cubera gives brands the strategic advantage of speed, accuracy, and adaptability in their marketing stack. Why Identity Graphs Matter More Than Ever Modern customers are device-agnostic and channel-fluid. One user might start researching on a smartphone, switch to a laptop, click on an Instagram ad later, and complete a purchase on a smart TV interface. In this fragmented ecosystem, siloed data creates blind spots and duplicated efforts. Without an identity graph, marketers end up: • Targeting the same person multiple times • Delivering inconsistent or irrelevant messages • Losing track of high-intent customers across devices • Struggling to measure campaign ROI accurately With identity graphs, however, brands can unlock: 1. True Personalisation When you know that a visitor on your mobile app is the same person who abandoned a cart on desktop the previous night, you can personalise offers, emails, and retargeting ads in a relevant and timely way. 2. Better Audience Segmentation An identity graph aggregates behavioural and demographic traits from multiple sources, allowing marketers to create smarter, more refined segments. 3. Improved Attribution By unifying data points across touchpoints, marketers can understand the complete customer journey—from impression to conversion—enabling more accurate attribution models. 4. Smarter Media Buying With precise identity resolution, brands can avoid wasting spend on duplicate reach and instead focus on incremental lift and frequency optimisation. The Importance of Cross-Correlation Cross-correlation is the analytical backbone of identity resolution. It refers to the statistical process of comparing two datasets to find relationships and patterns that suggest they belong to the same user. For instance, if a user logs in to an e-commerce platform on a mobile app with an email ID, and then later browses anonymously on desktop—but with a similar IP address and purchase behaviour—cross-correlation helps marketers link these interactions to a single identity without direct login data. This process involves a mix of deterministic (exact-match) and probabilistic (pattern-based) modelling, which is where the expertise of an identity graph marketing agency becomes invaluable. They have the tools and data science know-how to apply cross-correlation at scale and with privacy compliance. Enter: The Modern Data Company An Identity Graph Marketing Agency often partners with or builds capabilities akin to a data company—because at the heart of identity resolution is the ability to ingest, clean, enrich, and manage massive amounts of data. Some leading agencies have in-house big data infrastructure, while others integrate with platforms like Cubera, which streamline data collection and orchestration across the adtechecosystem. This hybrid model—where marketing meets advanced data science—represents the future of performance marketing. Brands don’t just need creative; they need intelligence. They need connected intelligence. Omni-Channel Targeting: From Vision to Execution Seamless ad execution isn’t just about knowing who the user is; it’s about delivering the right message to them at the right time—across channels, screens, and formats. Here’s how an identity graph supports this vision: • Social Media: Ensure that a user who clicked on a Google ad isn’t retargeted with irrelevant Facebook ads • CTV & OTT: Use identity graphs to extend campaign reach from mobile to connected TVs without fragmentation • Email & SMS: Trigger personalised campaigns based on behavioural insights derived from unified identity profiles • In-App and Web: Create consistent experiences across web and mobile apps using shared user intelligence The magic lies in orchestrating all this in real time—and without violating user privacy. That’s the true value of working with an experienced identity graph marketing agency. The era of guesswork in marketing is over. With privacy-first, data-rich platforms like Cuberapowering a new generation of adtech ecosystem companies, and with identity graph marketing agencies leading the charge, brands now have the power to connect with their audiences more intelligently than ever before. An identity graph is not just a data tool—it’s a strategic asset. When managed by the right partners, it becomes the foundation for everything from smarter segmentation and attribution to seamless omni-channel targeting services that actually move the needle. As advertising continues to evolve in a cookieless, cross-platform world, one thing is certain: those who invest in identity resolution today will dominate the customer attention economy tomorrow.

In an era where customer journeys span across apps, browsers, connected TVs, and smart devices, marketers face a fundamental challenge—how to truly understand their audience. The answer lies in identity graphs, the backbone of modern customer intelligence. Identity graphs enable brands to move beyond fragmented views and build unified customer profiles. These profiles reveal not just who a customer is but how they behave across platforms. In short, identity graphs transform raw data into actionable customer insights, enabling more strategic, measurable, and effective marketing outcomes. Whether you’re a fast-growing data company or an established brand navigating the AdTech ecosystem, the ability to accurately understand customer behaviour is no longer optional—it’s your competitive edge. What Are Identity Graphs? Identity graphs are data frameworks that link unique identifiers—like emails, cookies, device IDs, phone numbers, and even offline data like loyalty card info—to construct a single, persistent customer view. This unification is essential for understanding consumer behaviour across devices, sessions, and platforms. By centralising this data, identity graphs allow marketers to resolve identities across environments in real time, delivering not just reach, but relevance. This is especially crucial in modern advertising, where personalisation, privacy, and omnichannel precision are key performance levers. Why Customer Insights Matter More Than Ever Modern consumers expect brands to know them—to anticipate their needs and speak to them contextually. Yet most brands are sitting on oceans of unstructured or siloed data, struggling to derive real meaning from it. This is where identity graphs shine. By mapping customer actions across channels and correlating those actions to a single identity, marketers gain deep customer insights like: • Preferred channels and devices • Time-of-day engagement behaviour • Purchase intent signals • Product affinities • Lifecycle stage Such granular data is invaluable for optimising customer engagement strategies, from targeted messaging and smart segmentation to churn prediction and lifecycle marketing. How Identity Graphs Power Customer Insights Let’s look at how identity graphs generate customer insights through a typical flow: 1. Data Ingestion: The graph pulls in data from multiple sources—CRM, CDP, e-commerce platforms, mobile apps, ad pixels, etc. 2. Identity Resolution: Using deterministic and probabilistic models, the graph maps fragmented identifiers to individual users. This includes offline-to-online resolution when possible. 3. Profile Enrichment: The graph enriches identities with behavioural, demographic, and contextual data, providing a full picture of the user. 4. Insight Activation: These enriched profiles can now be used to power campaigns, trigger automation, run analytics, and inform strategic decisions. All of this happens in real time within a robust privacy framework—making identity graphs one of the most powerful tools in the AdTech ecosystem. Cubera: A Real-World Enabler Platforms like Cubera are redefining the role of identity infrastructure in marketing. As a new-age adtech ecosystem company, Cubera acts as a real-time orchestration layer—connecting data sources, resolving identities, and activating insights across paid and owned channels. When combined with identity graphs, Cubera empowers marketers to go from “What are users doing?” to “Who is doing it, and why?”—the kind of clarity that fuels ROI-positive decisions. By using Cubera’s platform integrated with an identity graph, brands can: • Reduce waste in ad spending • Build consistent cross-channel journeys • Improve personalisation accuracy • Enhance real-time decisioning • Safeguard user privacy through compliant architecture From Data Company to Insight Company Any business today is a data company, whether it’s acknowledged or not. But it’s the move from data collection to data connection that separates winners from the rest. An identity graph allows brands to extract context from chaos—turning petabytes of scattered customer signals into meaningfully connected dots. This evolution is critical. In a cookieless, consent-first world, the value doesn’t lie in raw data, but in how intelligently and ethically it’s activated. Brands that understand this are repositioning themselves not just as data-driven, but insight-led organisations. Identity Graphs and Customer Behaviour Analytics Understanding customer behaviour is not just about clicks and conversions. It’s about anticipating intent, detecting friction, and adapting to behavioural shifts. Identity graphs enhance behaviour analytics in several ways: • Path Analysis: Discover multi-touchpoint journeys that lead to conversions • Funnel Optimisation: Uncover where and why users drop off across devices • LTV Prediction: Use behavioural indicators to forecast lifetime value • Audience Discovery: Find lookalike segments based on shared identifiers and behavioural traits These insights help craft smarter product experiences, sharper campaign strategies, and more meaningful customer interactions. The Impact on Customer Engagement At the heart of all this intelligence is one goal: customer engagement. Identity graphs make engagement more personalised, timely, and relevant. They enable: • Real-time personalisation based on unified customer profiles • Dynamic retargeting that respects previous interactions across devices • Automated journey orchestration tailored to user behaviour and preferences • Proactive service—such as chatbots or CRM actions triggered by data from the graph This shift from static segmentation to dynamic orchestration is what makes identity graphs indispensable in modern advertising. Big Data, Small Moments Ironically, while big data powers identity graphs, the real magic happens in the micro-moments—those intimate, context-rich engagements that define customer loyalty. Whether it’s sending a re-engagement push notification at the right hour or recommending a product based on recent browsing behaviour, identity graphs ensure brands don’t just reachpeople—they connect meaningfully. This is particularly crucial in industries like retail, travel, finance, and media, where cross-device journeys and high-touch personalisation define success. As digital experiences become more fluid, identity graphs provide the solid ground needed to understand, engage, and grow customer relationships. They’re not just tools for advertising—they’re foundational systems for customer intelligence. Partnering with the right adtech ecosystem company, such as Cubera, and aligning your marketing stack with real-time identity resolution ensures that your brand moves at the speed of customer expectation. In the end, it’s not about having more data. It’s about having the right insights—and using them to build meaningful, measurable engagement. Because in modern advertising, the brand that knows its customers best, wins.

In the age of hyper-connectivity and data overload, one thing remains clear: personalized marketing is no longer optional—it’s expected. But true personalization doesn’t begin with flashy creatives or catchy copy. It starts with unified data. For brands to deliver messages that resonate, they must first know who their customers are—across devices, sessions, and platforms. That’s where Cubera Identity Graph steps in as a foundational solution, enabling a clear, complete, and privacy-safe view of the customer. With unified data, brands can shift from guesswork to intelligence, building personalized journeys that drive engagement, loyalty, and long-term revenue. Let’s explore how identity resolution, audience segmentation, and data integration converge to deliver exceptional marketing outcomes. Why Unified Data Matters in Personalization When data lives in silos—CRM, web analytics, mobile apps, email systems—brands lose context. A customer browsing a product on desktop might be invisible when they log in from mobile. A frequent buyer could be mistakenly treated as a first-time visitor. Unified data solves this by connecting the dots, enabling marketers to: • Deliver consistent messaging across channels • Understand a customer’s complete journey • Tailor content and offers based on real-time behaviour • Improve audience segmentation and targeting accuracy • Accurately attribute campaign performance Without data unity, personalization becomes fragmented, inconsistent, and ineffective. The Power of the Cubera Identity Graph At the heart of Cubera’s personalization engine lies the Cubera Identity Graph, a powerful solution designed to resolve and unify user identities across every digital and offline interaction. What is the Cubera Identity Graph? It’s an advanced identity resolution framework that links customer identifiers—emails, cookies, device IDs, mobile numbers, and even point-of-sale data—into a single, persistent profile. These profiles are enriched continuously through real-time data integration, enabling brands to see customers as complete individuals, not disconnected data points. Key Features of the Cubera Identity Graph: • Real-Time Resolution: Match users across channels instantly, even without logins. • Cross-Device Intelligence: Track behaviour across web, mobile, app, and CTV. • Privacy-First Architecture: Compliant with GDPR, CCPA, and global data standards. • Scalable Data Unification: Works across millions of profiles with built-in deduplication. Cubera’s offering is more than a technology—it’s a strategy that empowers brands to execute highly data-driven approaches to marketing. Data Integration: Connecting the Dots That Matter Unified data begins with integration—seamlessly combining information from all touchpoints and sources. Cubera enables this by ingesting first-party, second-party, and third-party data into a centralized identity framework. With native integrations into major CRM platforms, analytics tools, DMPs, and e-commerce backends, Cubera ensures no insight is left behind. Benefits of Data Integration: • Eliminates silos between departments and data systems • Speeds up segmentation and campaign deployment • Creates context-rich profiles that go beyond surface-level traits • Improves attribution by understanding the full journey to conversion In the end, integrated data becomes the fuel for personalized, high-conversion messaging. Audience Segmentation with Unified Intelligence Segmentation is only as smart as the data behind it. With Cubera Identity Graph powering identity resolution, marketers can create highly specific and responsive audience segmentations. Rather than relying on static demographics, Cubera enables dynamic segments based on: • Real-time behaviours (e.g., cart abandonment, page views) • Purchase patterns and frequency • Engagement with past campaigns • Predicted intent and lifecycle stage • Cross-device and multi-session activity Identify Graph Marketing Services: Strategy Meets Execution Technology alone doesn’t create results—strategic execution does. That’s why Cubera offers end-to-end identify graph marketing services to help brands operationalize identity intelligence in their campaigns. From onboarding and setup to custom integrations and optimisation consulting, Cuberaworks closely with brands to: • Identify key data sources to ingest and unify • Build high-value audience segments for campaign targeting • Activate identity graphs across channels (email, display, search, CTV) • Measure impact through unified attribution and reporting dashboards These services ensure that the Cubera Identity Graph isn’t just a platform—it’s a performance engine. A Data-Driven Approach to Marketing Success What separates leading brands from the rest isn’t just their tech stack—it’s how they use it. Cubera enables a data-driven approach to marketing, where decisions are informed by behaviour, timing, and context—not assumptions. With real-time access to unified profiles, brands can: • Serve personalized content to the right user at the right time • React to behavioural triggers with automation (e.g., price drops, re-engagement) • Suppress irrelevant messaging and reduce ad fatigue • Continuously refine segments based on performance data It’s not just personalisation—it’s precision marketing at scale. In a fragmented digital world, personalization is only as powerful as the data behind it. Without unified data, even the best creative strategies can fall flat. But with identity-driven marketing powered by Cubera, brands can build deeper relationships, reduce churn, and increase customer lifetime value. The Cubera Identity Graph brings clarity to chaos, turning scattered interactions into cohesive journeys—delivered with purpose, powered by data. Whether you’re an enterprise brand or a scaling startup, the path to personalization starts with identity—and Cubera is ready to lead the way.