After launching two new audience tools (EPID and Optimized Targeting) earlier this month, Google is enhancing 1st party functionality for working with advertisers and publishers data.
The new tool, called Dubbed Publisher Advertiser Identity Reconciliation (PAIR) will be available for DV360 advertisers soon.
PAIR matches a brand’s first-party data (encrypted list of e-mails) against a publisher’s 1P data and can be used with any SSP. In this way advertisers could reach their current clients within the chosen publisher’s database of subscribers.
An interesting feature of this implementation is that Google plans to use for matching not only its own data, but the data of such clean rooms as LiveRamp, InfoSum and Habu. #1stpartydata #programmatic #cleanroom