AdWeek covers our partnership with Rubicon to improve audience resolution and addressability
We were very pleased that AdWeek chose to cover our Integration with Rubicon Project. The idea is that we are bringing our Authenticated Bridge framework to the header, helping publishers reap more rewards from the ecosystem. Read about it here: Rubicon Project and LiveIntent Join Up for Open Identity Initiative
We’re delivering the Authenticated Bridge framework to Marketers and Publishers via the bidstream of Rubicon Project. This empowers Advertisers to transact on a unique, stable, and privacy-safe identifier known as the nonID that functions without dependence on third-party cookies.
The nonID has a 1:1 relationship to the email address, ensuring it strikes at the heart of Identity. The nonID allows Brands to bridge data sets using identifiers within the original data sets. The nonID is an encrypted, salted email hash engineered with consent and security in mind and is not reversible. It is the fulcrum for LiveIntent’s Authenticated Bridge solution, which is an addressability framework for Publishers and Advertisers that is powered by email.
This opportunity is borne out of legacy. For years, the world’s best Brands have used compelling email content to drive consumers’ desire for deeper engagement. LiveIntent sits at the center of this dynamic by powering a marketing and advertising technology that is cross-device and cross-browser compatible and does not require the use of third-party cookies: delivering marketing within the newsletters of over 2,500 Publishers and Brands.
By transferring this power to the web, LiveIntent and Rubicon Project can now help marketers seamlessly bridge all the insights nurtured and grown within email campaigns to the web and beyond, a crucial part of marketing in a future without third-party cookies.
Together, Rubicon and LiveIntent are building walled communities for their publishing partners by following the strategies that have made the walled gardens a preferred destination for advertising budgets. Publishers simply need to enable the LiveIntent User-ID sub-module within their Prebid header in order to accept demand made possible by the Authenticated Bridge across their web properties.
From there, an elusive challenge for marketers has been solved: audience resolution and addressability powered by a bridge connecting Advertiser and Publisher first-party data.
Some web browsers have taken a definitive stance in restricting third-party solutions to target people across websites. Add to that the changes that Safari/ITP, Firefox and Chrome are instituting, and marketers are struggling more than ever with ways to reach high-value audiences with consistent messaging across the devices they use and the channels they engage with.
This is why a first-party solution powered by Publishers and Advertisers that bridges data sets using an identifier that has a 1:1 relationship with an email address is the best pathway forward. Building on what worked in email, which is also a first-party channel, the framework provides consumers and brands familiar and proven controls.
LiveIntent’s first-party identity solution is powered by its Identity Graph. The LiveIntent Identity Graph is built around a set of licensed people-based data that is authenticated and refreshed daily through active engagements with email newsletters and online media.
The nonID is tied to an active, hashed email in the LiveIntent graph and offers a way to predict the primary email address to be associated with a device or browser. With more than three billion unique online identifiers and nine billion connections—all of which are anchored in first-party data—LiveIntent’s graph is one of the largest in the world. What’s more, it is the only graph that is built using only first-party cookies, whose insights are tied directly to validated and active emails.
LiveIntent and Rubicon Project’s integration benefits the independent open web. Anonymous audiences are transformed into addressable audiences and transacted on in a supply path that is stable, transparent, and more streamlined.
The industry has watched repeatedly as proprietary solutions that claimed to be a common currency for Publishers and Advertisers were rolled out. For Publishers and Brands, the days of accepting a closed solution are over. Prebid is open, and our nonID is a way to connect to the ecosystem on a customer’s terms. This framework works with established vendors’ proprietary IDs but is also open to any Publisher or Brand that has their own email data. LiveIntent and Rubicon Project believe in the power of open source technology and have built solutions designed for easy integration and adoption, all while adhering to data compliance.
Reach out to [email protected] today to learn more about leveraging the Authenticated Bridge framework.