Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. The new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and reach audiences online.
Leading marketers and publishers are looking for alternative, privacy-centric identity solutions to maintain addressability for relevant advertising and monetisation. The new unified ID helps advertisers buy, measure and optimise ads while enabling publishers to manage, monetise and navigate audiences – all without third-party cookies by leveraging Verizon Media’s direct consumer relationships, diverse ID graph, and a full-stack DSP and SSP ad platform. It enables advertisers and publishers reach consumers wherever they spend their time – mobile, connected TV, digital audio, digital-out-of-home, and more, while respecting consumer choice and privacy. Adoption of its unified ID solution has delivered a 33 per cent lift in performance for advertiser campaigns according to the company.
Ivan Markman, chief business officer, Verizon Media, said, “We are uniquely positioned to drive scaled, consumer-first identity solutions to help advertisers and publishers navigate the evolving digital landscape. Our trusted, premium global properties used by hundreds of millions of people, our identity graph built around billions of daily, consent-based data signals, and the only independent ad platform with a full-stack DSP and SSP to protect data integrity across demand and supply, all come together to solve this new landscape for our customers.”