Verizon Media has rolled out its new unified identity solution, Verizon Media ConnectID, designed to support advertisers, publishers and consumers as the industry moves towards a cookie-less world. This comes a few weeks after Nielsen announced its ID resolution system in November to support cross-media measurement, including digital, in a cookie-less world.
Its new unified ID aims to help advertisers and publishers reach consumers wherever they spend their time, be it on mobile, connected TV, digital audio, or digital out-of-home. It is said to help marketers maximise the potential of their own first-party data for campaign optimisation and measurement, and enables publishers to leverage first-party audience data for better monetisation as part of the Verizon Media Ad Platform.
Verizon Media ConnectID is available in Asia Pacific, the US and select Latin America markets at launch, and will roll out to more markets in the future. According to the company, adoption of its unified identity solution has delivered a 33% lift in performance for advertiser campaigns and some companies that have come onboard include Newsweek and Adstra.
The latest effort by Verizon Media is in response to Google's intention to phase out third party cookies by 2022, which was first announced earlier this year. Since then, the ad industry has been scrambling to find alternatives to third-party cookies which advertisers have been heavily reliant on.
The Trade Desk, for example, also created the Unified ID 2.0 to help companies prepare for a cookie-less world. Since then, it has received support from other adtech firms in the industry including PubMatic, Magnite, Criteo and LiveRamp. Although Google's announcement might not be new, since Safari and Firefox also removed third-party tracking cookies in 2017 and 2018 respectively, more than 60% of users are on Chrome.
According to Verizon Media, the unified ID will leverage on its strengths in diverse consumer relationships and a diverse ID graph. The company has a userbase of over 900 million individuals globally through more than 30 of its owned and operated consumer brands including Yahoo, HuffPost, AOL and TechCrunch. Meanwhile, Verizon Media said it has 200 billion data signals daily and its ID graph is built on deterministic data from direct consumer relationships across a range of omnichannel, cross-screen touchpoints. They include mobile app, search, owned and operated sites and apps, as well as email. Additionally, the company is also leveraging on its reputation as a full-stack tech partner and its commitment to maintaining consumer privacy to get its unified ID off the ground.
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