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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.
Top line
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.” It enables media buyers to better scale their media buys to “bridge” to other non-cookie-based identifiers on sell-side platforms such as BidSwitch, Index Exchange, and Magnite.
Between the lines
“Through the integration with MediaMath, you can buy against our ID or you can bridge to our ID,” said LiveIntent CEO Matt Keiser, who says anyone with CRM data or an ID can transact on MediaMath.
“The completion of LiveIntent’s nonID integration into Source helps our clients scale their cookie-less...
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