The media company said this collaboration allows it to be well-positioned to become an industry leader in the cookieless advertising space and future proof this part of its business.
Glimpse Protocol will benefit from Iconic Labs advertising experience and access to multiple platforms, including trialling their technology.
It will compete for programmatic inventory on the Iconic Labs platforms with other advertisers and will not receive any discount to market rate.
This offering will allow programmatic advertisers to comply with GDPR and internal policies while still conducting effective advertising.
Iconic Labs will use the Glimpse Protocol's technology on all of their owned and operated platforms including JOE Media where the Glimpse Protocol platform will be tested and monitored in real-time.
The Glimpse Protocol platform is currently live on digital newspaper TheLondonEconomic (TLE), protecting 1.5mln readers so far from their browsing information being obtained by other parties.
In addition to the operational benefits that it provides, it has been agreed that warrants will be issued to Iconic Labs in recognition of their market access and wider advisory support.
The warrants entitle Iconic Labs to subscribe for up to a 1.25% stake in Glimpse Protocol, are exercisable at a discount to the subscription price payable for ordinary shares on any future sale or capital raise undertaken by Glimpse Protocol.
The cookieless platform uses two forms of advanced cryptography to protect consumers' personal internet browsing data from being seen, read, transferred, sold or recycled by another party.
Google have recently announced within 2 years their Chrome browser will no longer be using cookies which store personal browsing data on PC/Phone. Apple have also taken a similar approach with their Safari browser.
“Iconic Labs is aiming to establish itself as a leader in both the tech and media fields and Glimpse Protocol's technology presents the perfect balance of the two,” said Samuel Regan Asante, chief operating officer of Iconic Labs.
“With Glimpse Protocol's existing partnership with The Founder's Factory we're excited about their future as a leader in the industry."