Rubicon Project and LiveIntent Join Up for Open Identity Initiative

Ad tech's search for an open ID in a post-cookie world continues


Independent ad-tech companies LiveIntent and Rubicon Project have inked an agreement to help media traders do business on a non-cookie-based ID.

The tie-up uses LiveIntent’s Authenticated Bridge—an identifier that connects advertisers to relevant publisher audiences using hashed email addresses—to aid media buying and selling in a manner similar to the third-party cookie.

Additionally, Authenticated Bridge allows media traders to predict the primary email that is associated with a specific device or browser by connecting it with a host of first-party data signals.

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