Verizon Media rolls out ConnectID to replace third-party cookies

Verizon Media has launched a new unified identity solution which leverages direct-to-consumer relationships to assist advertisers buy, measure and optimise ads without third-party cookies.

Verizon Media ConnectID rolls out in Australia, New Zealand, and other select markets, and is designed to support advertisers, publishers and consumers in managing online audiences as the digital landscape evolves away from third-party data.

Verizon Media ConnectID has launched

Verizon Media is aiming to leverage its 900 million direct consumer relationships for the new platform, to allow marketers and publishers to move away from tracking mechanisms like cookies.

According to Nielsen, the Verizon Media network reaches almost half the Australian adult online population each month, with over 30 consumer brands like Yahoo, AOL and TechCrunch.

Verizon Media ConnectID will allow marketers to maximise the potential of their own first-party data, and publishers to leverage first-party audience data for better monetisation as part of the Verizon Media Ad Platform.

Verizon Media ANZ head of data, Dan Richardson, said the internet is “broken”, and is a “multi-million dollar problem in its current state”.

“It’s broken for brands who invest in digital ads but can’t identify their customers across devices, or which media placement is actually driving their online conversions.

“It’s broken for consumers who continue to receive the same ad, or the wrong ad over and over again, despite handing over their personal information or browsing behaviour.

“It breaks trust for the consumer who fails to see value for their data, and devalues the brands reputation and investment.”

“Those platforms [Google and Facebook] don’t exist to share our content. We are investing in new channels to control that future.”

Verizon Media ConnectID will also use the company’s differentiated and diverse data and scale with 200 billion data signals daily, which it gathers from direct consumer relationships across a range of omnichannel, cross-screen touchpoints including internet search, Verizon owned-and-operated sites, apps and email.

Verizon Media’s Dan Richardson

Richardson said the key to ConnectID is that it is built with “direct, first-party relationship with brands and the consumer, and consists of two key solutions: enhanced attribution and enhanced matching.

“These are designed to improve click and conversion attribution accuracy to reach more customers in the cookie-less world whilst improving the customer match rate across devices and browsers.

“Both solutions are set to make an immediate and material impact to the online customer experience and claw back some much-needed accountability for brands investing their digital dollars.”

The launch of Verizon Media ConnectID comes as the company reported 22% business growth year-on-year for 2020, as well as an 11% increase in monthly active users across editorial brands: Yahoo, TechCrunch and HuffPost/BuzzFeed.

Verizon Media chief business officer Ivan Markman said the company is “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.”


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