Verizon Media’s third-party cookie replacement, called ConnectID, is getting a lift from publisher CafeMedia, which will start supporting the email-based identifier.
Top line
Verizon Media, which owns publishers including Yahoo and TechCrunch as well as its own ad-tech stack, first introduced ConnectID in December 2020, with Newsweek as the first outside publisher on board.
Adding another publisher in CafeMedia, the 11th-most visited digital property in the U.S., according to Comscore, provides needed scale to ConnectID, since buyers are more likely to transact against third-party cookie replacements with wide publisher adoption.
Between the lines
The industry is embracing universal identifiers, which are based on information like email addresses that users explicitly provide to publishers, in reaction to Google’s disruptive decision to rid its Chrome browser of third-party cookies by early 2022.
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