Verizon Media today announced the launch of its new unified identity solution, Verizon Media ConnectID. The new unified ID solution is designed to support advertisers, publishers, and consumers as the digital landscape evolves away from cookies as a way to manage and reach audiences online.
The end of third-party cookies and other tracking mechanisms is leading marketers and publishers to find alternative, privacy-centric identity solutions to maintain addressability for relevant advertising and monetization.
The new unified ID aims to help advertisers buy, measure, and optimize ads while enabling publishers to manage, monetize and navigate audiences, all without third-party cookies by leveraging:
“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, 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.”
The goal of Verizon Media ConnectID is to help advertisers and publishers reach consumers wherever they spend their time — mobile, connected TV, digital audio, digital-out-of-home, and more while respecting consumer choice and privacy.
“To ensure we can maximize our clients’ user experience while maximizing our revenues, we need partners like Verizon Media who can connect our audiences with quality advertisers and experiences, maximize yield and ensure our audiences’ privacy choices are respected.”
It aims to enable marketers to 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 as part of the Verizon Media Ad Platform.
“We want to deliver the best experience possible for our audiences as well as maximize revenue for the premium content we produce,” said Dev Pragad, CEO of Newsweek.
“To ensure we can maximize our clients’ user experience while maximizing our revenues, we need partners like Verizon Media who can connect our audiences with quality advertisers and experiences, maximize yield and ensure our audiences’ privacy choices are respected. That’s why we’ve signed up for Verizon Media ConnectID.”
The adoption of its unified identity solution has delivered a 33% lift in performance for advertiser campaigns.
“As digital advertising is entering a new era of identity, it’s crucial for us to work with partners who are interoperable with our solutions and can ensure we continue to reach audiences with the most relevant messages in a privacy-centric way,” said Rick Erwin, CEO of Adstra.
“Any advertiser currently using our identity solution is also able to target, measure and plan using Verizon Media’s unified ID solution, Verizon Media gives advertisers and agencies representing them, a clear way to ensure business continuity in an uncertain future.”
Verizon Media is taking an integrated three-pronged approach to building sustainable identity solutions for the future by: 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, Experian, Neustar, TransUnion, and Throtle, while also working with IAB Tech Lab programs to develop industry-wide pro-privacy solutions for addressability with accountability. Verizon Media ConnectID delivers on the first part of this strategy.
“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,” said Jordan Mitchell, SVP, Head of Consumer Privacy, Identity, and Data, IAB Tech Lab.
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