Google publisher advertiser identity reconciliation

 Google publisher advertiser identity reconciliation Engage your first-party audience in Display & Video 360

Successful businesses are leaning into existing customer relationships and the information they agree to share in order to enable improved experiences. This information, known as first-party data Publisher Advertiser Identity Reconciliation, or PAIR, is a new solution that gives publishers and advertisers the option to securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site. Advertisers and publishers will be able to activate encrypted first-party information that is unique to their sites via aggregation. This process ensures no user-level data is ever shared between parties and the aggregated data is only readable and meaningful in the limited context of their direct relationship

 

Connect with your most engaged customers with personalized ads

Consumers prefer relevant ads, but they don’t want them to come at the cost of their privacy. With PAIR, advertisers will be able to run relevant ads to their first-party audiences — like past purchasers and people on their loyalty lists — Click Here without relying on third-party cookies. PAIR can be used to engage with existing customers or cart-abandons, and prevent consumers from seeing ads for a product they already purchased.

 

Pick the partners that work for you To 

connect the data, advertisers and publishers can use clean rooms. Clean rooms ensure any data shared by advertisers and publishers stays secure, and only their encrypted data gets shared with Display & Video 360 for reconciliation. Additionally, clean rooms help manage the data upload and encryption process, so advertisers and publishers don’t have to manage these on their own. This gives advertisers and publishers additional privacy technical guarantees and reduces the amount of data access needed by Display & Video 360

  

 Okay, so what is PAIR and why is it important?

The death of third-party cookies has led to a rapid elevation in the importance of first-party data for marketers if they are to continue the execution of their online ad campaigns. But as successive recent surveys have noted, doing so at scale is just not easy.

PAIR is the latest solution on Google’s Display & Video 360, a.k.a. the most widely-used demand-side platform in the business or DV360, enabling advertisers to target online campaigns by cross-referencing their first-party datasets with relevant publishers.

Dan Taylor, VP of global ads at Google, noted how it lets advertisers and publishers “privately reconcile their first-party data for audiences” who have visited their respective online properties.

The cross-referencing of first-party data is performed at an aggregated level in order to safeguard any personal identifiable information shared with either of the primary partners with Google claiming that intermediaries (including itself) will not be able to hack any encryption.

“As a result, advertisers can show relevant ads to some of their highest-intent audiences, helping to increase advertising performance and hit marketing objectives,” added Taylor in a blog post.