Google officially unveiled PAIR (or Publisher Advertiser Identity Reconciliation) yesterday, its latest option for publishers and advertisers using Display & Video 360 to “securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site.”
The Fine Points of First-Party Data
In contrast to the walking-dead phase-out that Google is giving third-party cookies, its PAIR processes would be founded upon first-party data, or information that customers have willingly agreed to share through their direct relationships as opposed to pooled data. That information may include a customer’s details from previous purchases, loyalty programs, subscriber- and email-lists, or other details that’s been volunteered (and carefully collected in a unified publishing CRM).
“Advertisers and publishers will be able to activate encrypted first-party information that is unique to their sites via aggregation,” writes Dan Taylor, Vice President, Global Ads. “This process ensures no user-level data is ever shared between parties and the aggregated data is only readable and meaningful in the limited context of their direct relationship.”
Source: Google Marketing Platform
Google says clean rooms will be used to connect and manage all data, providing further privacy and “technical guarantees.”
Publishers looking for their own unified platform to maximize first-party data and manage sales need look no further than Magazine Manager. And for the latest news on data trends in the publishing industry, stay up-to-date with The Magazine Manager Blog.