Verizon Media Now Has a Way to Target People When No User ID Is Present

The company has targeting solutions posing an alternative to Google's FLoC


As the digital ad industry is working through its existential identity crisis, Verizon Media is introducing an ad targeting offering that won’t require individual identifiers.

Called Next-Gen Solutions, Verizon Media’s new targeting and measurement offerings are like contextual advertising on steroids. The new product uses content and real-time signals like weather and device type to serve targeted ads to people when no traditional identifier, such as a third-party cookie or mobile ID, is available.

Ad-tech companies like Verizon Media, which has both buy- and sell-side offerings, are rapidly building alternative targeting solutions in the face of a drastically changing identity landscape.

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