Post by account_disabled on Dec 19, 2023 22:42:17 GMT -5
Verizon Media has announced the launch of Next-Gen Solutions , a first-to-market offering for advertisers and publishers , independent of cookies or IDs in mobile applications, for audience creation, purchasing or measurement. Built for a new world without IDs, this suite of solutions delivers relevant advertising experiences while strengthening consumer trust. As the advertising ecosystem moves away from browser cookies and app advertising IDs, and privacy laws and preferences change, advertisers and publishers need solutions to help them reach consumers in relevant ways. and significant in the absence of the IDs. Verizon Media's Next-Gen solutions use content and other real-time data signals such as weather, location or device type to run machine learning algorithms that allow advertisers to connect with their most relevant audiences without requiring cookies, mobile application IDs, browser storage or user-level profiling. The new suite is an extension of Verizon Media's enhanced identity offering, which also includes ConnectID , a unified identity solution built on the Verizon Media identity graph, which champions diversity and consent.
Thus, advertisers and publishers have solutions at their disposal for those times when an ID is present with ConnectID, but also for the challenge of having to impact and connect with an audience Phone Number List in a meaningful way when there is no access to the identity. Through its unified advertising platform, Verizon Media is uniquely positioned to help advertisers and publishers navigate the “identityless” future simply and effectively. “The future of identity involves finding the right balance to offer a meaningful experience to the consumer and provide growth to advertisers and publishers, while caring for and maintaining consumer trust ,” explained Iván Markman, Chief Business Officer. from Verizon Media . “ Advertisers who want to prepare their business for an identity-restricted future will find that innovative solutions for non-addressable inventory are a necessity and not just another option.
That's why we launched Next-Gen Solutions, which will help advertisers achieve targeted scale, deliver relevant experiences for consumers, and facilitate better monetization for publishers in this new reality without access to user identity." The Next-Gen Solutions audience building, buying and measurement toolset includes: Next-Gen Audiences : Audiences created from machine learning models based on first-party data from Verizon Media. Enriched by real-time and contextual signals, 'Next-Gen Audiences' leverage existing audience signals of interest, income, predictive audiences, among others, in an aggregated, privacy-focused manner. This offering provides accuracy and performance in advertising campaigns for brands, agencies and publishers to generate impressions without access to the user's identity. Next-Gen Buying: Leveraging Next-Gen audiences, 'Next-Gen Buying' is natively integrated into the Verizon Media DSP for seamless buying and delivery. Machine learning-based rate capping limits overexposure and delivers an optimal end-user marketing experience when creating identity-less impressions. Verizon Media's DSP includes 'Nex-Gen Buying' and seeks to optimize advertisers' campaigns by enabling intelligent bidding between addressable bidding and identity-free bidding.
Thus, advertisers and publishers have solutions at their disposal for those times when an ID is present with ConnectID, but also for the challenge of having to impact and connect with an audience Phone Number List in a meaningful way when there is no access to the identity. Through its unified advertising platform, Verizon Media is uniquely positioned to help advertisers and publishers navigate the “identityless” future simply and effectively. “The future of identity involves finding the right balance to offer a meaningful experience to the consumer and provide growth to advertisers and publishers, while caring for and maintaining consumer trust ,” explained Iván Markman, Chief Business Officer. from Verizon Media . “ Advertisers who want to prepare their business for an identity-restricted future will find that innovative solutions for non-addressable inventory are a necessity and not just another option.
That's why we launched Next-Gen Solutions, which will help advertisers achieve targeted scale, deliver relevant experiences for consumers, and facilitate better monetization for publishers in this new reality without access to user identity." The Next-Gen Solutions audience building, buying and measurement toolset includes: Next-Gen Audiences : Audiences created from machine learning models based on first-party data from Verizon Media. Enriched by real-time and contextual signals, 'Next-Gen Audiences' leverage existing audience signals of interest, income, predictive audiences, among others, in an aggregated, privacy-focused manner. This offering provides accuracy and performance in advertising campaigns for brands, agencies and publishers to generate impressions without access to the user's identity. Next-Gen Buying: Leveraging Next-Gen audiences, 'Next-Gen Buying' is natively integrated into the Verizon Media DSP for seamless buying and delivery. Machine learning-based rate capping limits overexposure and delivers an optimal end-user marketing experience when creating identity-less impressions. Verizon Media's DSP includes 'Nex-Gen Buying' and seeks to optimize advertisers' campaigns by enabling intelligent bidding between addressable bidding and identity-free bidding.