Verizon Media has unveiled its gambit in the industry-wide effort to help the media traders to transition from using third-party data as the default means of online targeting with the launch of ConnectID.
The countdown to 2022, the year third-party cookies will become redundant as a targeting tool, is on, and although the market has seen several innovations such as The Trade Desk’s UDID, Verizon claims ConnectID is unique given its 900 million customer touch points.
The company has said that this bank of first-party data, based on its owned-and-operated properties such as AOL, TechCrunch and Yahoo Mail, will generate an identity graph that can help advertisers target and track audiences across devices. Verizon Media is promoting ConnectID to lure more advertisers and media owners to trade via its ad-tech suite, which has both a buy- and sell-side offering, in its ongoing effort to capture market share from the industry’s largest names Facebook and Google.
To accompany the launch of ConnectID, Verizon Media has also announced a series of tie-ups including publishing house Newsweek and data providers such as Acxiom, Equifax, Neustar, Throtle and TransUnion. Verizon Media ConnectID is currently available in the Americas and the Asia-Pacific region, with the market witnessing several identity solution launches, some of which are based on deterministic first-party data, while others are based on more probabilistic targeting methods.
Iván Markman, chief business officer at Verizon Media, told Adweek the company has conducted several trials with retail-focused advertisers and direct-to-consumer brands where performance improved by up to 33% compared to the use of third-party cookies.
“Most of the identity solutions out there are largely dependent on third-party integrations,” Markman said. “Most of the companies don’t really own the customer relationships, and more important they won’t have the assets [such as a news website or email services] to provide a value exchange.”
In regards to the company’s early testing of ConnectID, Markman also noted how these tests were conducted to ensure the solution’s compatibility with the identity frameworks of the industry’s major holding groups—a major preoccupation for such players in recent years.