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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.