Verizon Media just announced the launch of its new unified identity solution, Verizon Media ConnectID. Built for the cookie-less future of digital advertising, on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers 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 helps advertisers buy, measure, and optimize ads while enabling publishers to manage, monetize, and navigate audiences — all without third-party cookies — by leveraging Verizon Media’s strength in:
- Direct consumer relationships: a strong and loyal user-base of roughly 900 million globally through Verizon Media’s 30+ owned and operated consumer brands including Yahoo (content, search and mail), HuffPost, AOL, and TechCrunch.
- Diverse ID graph: differentiated and diverse data at scale with 200 billion data signals daily. Verizon Media’s Identity Graph is built on deterministic data from direct consumer relationships across a range of omnichannel, cross-screen touchpoints, like mobile apps, search, owned and operated sites and apps, email, and more.
- Full-Stack DSP and SSP: as an end-to end, full-stack technology partner with an award-winning DSP and SSP, Verizon Media can 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.
- Privacy: rated #1 in trusted data protections by ‘advertiser perceptions’. Data is hashed, opt-in, and consent-based, thereby 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, 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.”
Clearly, Verizon Media ConnectID helps 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. It 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 as part of the Verizon Media Ad Platform. Adoption of its unified identity solution has delivered a 33% lift in performance for advertiser campaigns.
Verizon Media is taking an integrated three-pronged approach to building sustainable identity solutions for the future: (1) investing in persistent identity within its Ad Platform ecosystem, (2) developing next-generation ID-less audience solutions, (3) 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. (Source: Verizon Media)