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Independent ad-tech duo MediaMath and LiveIntent are teaming up for an email-based “nonID” to power programmatic media buys after the decline of the third-party cookie.
The partnership is the latest execution of MediaMath’s Source initiative—a project to further transparency in the programmatic landscape–whereby media buyers that use MediaMath can rely on LiveIntent’s database of email addresses to better target audiences. LiveIntent’s email exchange powers an open identity framework which the company calls a “nonID.”