Singapore – Media company Verizon Media has launched its Next-Gen Audiences and Next-Gen Buying, the first two tools from its newly introduced Next-Gen Solutions suite – the first-to-market offering for advertisers and publishers independent of cookies or mobile app IDs for audience creation, buying, or measurement.
The two new tools will be using content and other real-time data signals like weather, location, and device types to power machine-learning algorithms that allow advertisers to connect with their most relevant audiences without the need for cookies, mobile app IDs, browser storage, or creating user-level profiles.
Over the past few years, internet companies have implemented tighter privacy-data protection policies to secure users’ personal data on the web. However, the majority of businesses still rely on third-party data for customer insights.
With the new tools, Verizon Media aims to build an identity-less era that delivers relevant ad experiences while strengthening consumer trust. Next-Gen Audiences is for creating audiences from machine-learning models built on Verizon Media’s extensive first-party data signals. Enriched by contextual and real-time signals, Next-Gen Audiences leverage existing demo, interest, look-alike, and predictive audience signals in an aggregated, privacy-centric manner to provide ad campaign accuracy and performance for brands, agencies, and publishers for identity-less impressions.
Meanwhile, Next-Gen Buying will be leveraging Next-Gen Audiences, maintaining healthy end-user marketing experiences for identity-less impressions while optimizing advertiser campaigns. By using machine learning-based frequency to limit over-exposures, Next-Gen Buying natively integrates into the Verizon Media DSP to intelligently bid between addressable and identity-less supply for seamless buying and delivery.
“As legislation and consumer privacy preferences shift, and the ad ecosystem moves away from third-party cookies, advertisers, and publishers need new solutions that can reach consumers in relevant and meaningful ways. There is an expanding opportunity, given the massive digitization wave sweeping across Southeast Asia that netted 40 million new internet users in 2020 alone,” said Verizon Media in a press statement.
Rico Chan, the head of APAC sales at Verizon Media, shared that advertisers find themselves lacking ready access to privacy-centric identifiers that effectively reach the SEA region’s swelling digital population.
“The roll-out of Next-Gen Audiences and Next-Gen Buying will allow advertisers who are identity-constrained to reach an addressable audience. The new tools will help advertisers achieve targeted scale, delivering relevant consumer experiences and enable better publisher monetization in the absence of IDs,” said Chan.
The new tools are now available in APAC, North America, and selected LATAM markets.
In addition, Verizon Media has announced that it will be launching Next-Gen Measurement in Q4 2021. This tool will allow advertisers to maintain omnichannel insights and measurements. By combining Verizon Media’s measurement methodology, based on first-party aggregated data, with third-party solutions provided by browsers and operating systems, it will provide a comprehensive, reliable, and privacy-preserving foundation for measurement.