In a Cookieless World, Verizon Media Brings Innovative Solutions

The ongoing identity revolution is drawing a line in the sand between advertisers and publishers who have access to firstparty data and those who do not In the cookieless future optedin data will allow brands and platforms to deliver meaningful ad experiences to audiences But with 75 of ad opportunities expected to be without identity by 2022 how can advertisers and publishers continue to be relevant with the majority of consumers at scale The time is right for a solution that helps everyone reach audiences effectively at scale even in the absence of identityAs a pioneer in this new identity world Verizon Media understands the importance of targeting buying and measuring campaigns especially when an ID isn39t present Verizon Media39s NextGen Solutions use content and other realtime data signals like weather location and device types that allow advertisers to connect with their most relevant audiences without the need for cookies mobile app IDs browser storage or userlevel profilesNextGen Solutions is an extension of our futureproof identityenhanced offering inclusive of ConnectID Verizon Media39s unified identity solution is built on a consentbased identity graph Faced with the challenges of identity constraints Verizon Media39s approach to the evolving landscape will give advertisers the ability to reach their highvalue consumers with meaningful experiences and give publishers the power to monetize in sustainable ways even in nonaddressable environments With a fullstack unified ad platform built for the haves and the havenots of firstparty data Verizon Media is uniquely positioned to help navigate the identityless future simply and effectivelyamp160amp160The NextGen Solutions suite of audience creation buying and measurement tools includeNextGen Audiences Built on Verizon Media39s extensive firstparty signals these audiences leverage unique data as a truth set paired with machine learning and realtime signals to infer audience characteristics including demo interest and more in a privacycentric mannerNextGen Buying Natively integrated into the Verizon Media DSP for seamless buying and delivery NextGen Buying limits overexposures and maintains healthy enduser marketing experiences for identityless impressions This tool also optimizes advertiser campaigns by intelligently bidding between addressable and identityless supplyNextGen Measurement As cookies and mobile app IDs disappear conversion blind spots and inaccuracies will increase severely limiting the ability to connect touchpoints for measurement and insights into the customer journey With NextGen Measurement advertisers maintain omnichannel insights and measurement by comprehensively combining Verizon Media39s measurement methodology with thirdparty solutions provided by browsers and operating systemsIf you39re not seeking solutions to help you survive in the identityless future you39re simply running out of time For advertisers who want to futureproof their businesses in an identityconstrained future innovative solutions for nonaddressable inventory are a necessity not a choicePhoto courtesy of Verizon MediaClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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In a Cookieless World, Verizon Media Brings Innovative Solutions

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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