One of the most pressing concerns for the advertising industry is the disappearance of third-party cookies. And other data that until now have been a springboard for companies when developing their strategies. Aware of this uncertainty, Verizon Media has announced the launch of Next-Gen Solutions. A series of solutions aimed at advertisers and publishers created for a cookieless.

This proposal uses content and other real-time data signals such as weather. Location, or device type to run machine learning algorithms. These allow advertisers to connect with their most relevant audiences without the need for cookies, browser storage, or user-level profiling.

It’s Actually an Extension of Verizon Media’s

Enhanced identity offering, which also includes ConnectID , a solution built on top of the company’s identity graph that embraces diversity Ecuador B2B list and consent. The objective of this unified platform is to help impact and connect with any type of audience in an effective and simple way.

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In addition, What are the benefits of this Verizon Media solution?
“The future of identity is about finding the right balance to deliver a meaningful consumer experience. And deliver growth for advertisers and publishers. While nurturing and maintaining consumer trust. Said Iván Markman , Chief Business Officer. from VerizonMedia.

It will help advertisers achieve targeted scale, enable relevant experiences for consumers. And enable better monetization for publishers in this new reality without access to user identity. As highlighted by the company, the audience creation tool and ‘Next-Gen Buying’, intended for purchases. Will be available to advertisers from the second quarter. On the other hand, ‘Next-Gen Measurement’, dedicated to omnichannel measurement, will be accessible in the fourth quarter of 2021.

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