Verizon Media jumps into cookie-less tracking, launches privacy-centric identity solution

Verizon Media

Singapore – In its bid to be one of the first to adapt to an emerging cookie-less digital landscape, global adtech company Verizon Media has launched a new privacy-centric identity solution, Verizon Media ConnectID. 

The new unified ID helps advertisers buy, measure, and optimize ads while enabling publishers to manage, monetize, and navigate audiences all without third-party cookies. The solution helps marketers maximize the potential of their own first-party data for campaign optimization and measurement, and enables publishers to leverage first-party audience data for better monetization. 

To be able to do this, Verizon Media will be leveraging its strength in direct consumer relationships, where its user-base spans globally through Verizon Media’s over 30 owned and operated consumer brands including Yahoo, HuffPost, AOL, and TechCrunch.

The delivery of the solution will also maximize the company’s diverse identity graph. The company said its ID graph is built on deterministic data from direct consumer relationships across a range of omnichannel, cross-screen touchpoints, like mobile app, search, owned and operated sites and apps, email, and more.

Verizon Media also said that as an end-to end, full-stack technology partner with a recognized demand-side platform (DSP) and supply-side platform (SS), it is able to uniquely support advertisers and publishers in unlocking the full value of their content and marketing. A full-stack also allows for a single user match pool across demand and supply platforms for better transparency, transactions, and audience insights, without any third-party integrations required to get started.

Lastly, the solution ultimately banks on the adtech’s trusted data protections, where data is hashed, opt-in, and consent-based, enabling direct relevant advertising while maintaining a commitment to consumer choice and privacy.

“We are uniquely positioned to drive scaled, consumer-first identity solutions to help advertisers and publishers navigate the evolving digital landscape,” said Iván Markman, chief business officer at Verizon Media

“Our trusted, premium global properties used by hundreds of millions of people, our identity graph built around billions of daily, consent-based data signals, and the only independent ad platform with a full-stack DSP and SSP to protect data integrity across demand and supply, all come together to solve this new landscape for our customers,” Markman added.

According to the company, early adopters of the solution has delivered a 33% lift in performance for advertiser campaigns.

The company revealed that the Verizon Media ConnectID is only the first part of its strategy in building sustainable identity solutions for the future. As it moves forward, Verizon Media is continuing with an integrated three-pronged approach namely, investing in persistent identity within its Ad Platform ecosystem, developing next-generation ID-less audience solutions, and partnering across the industry with leading data providers like Acxiom, Adstra, Equifax IXI while also working with technology standard regulator IAB Tech Lab’s programs to develop industry-wide pro-privacy solutions for addressability with accountability. 

Jordan Mitchell, SVP and head of consumer privacy, identity, and data at IAB Tech Lab, said, “IAB Tech Lab is proud to have Verizon Media involved in the development of new privacy-preserving addressability standards and industry accountability programs through Project Rearc, and we look forward to their support of these standards and programs once they are released.”

Verizon Media ConnectID is currently available in the US, APAC, and select LATAM markets and is said to be rolled out to more markets in the future.

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