Verizon Media Launches Unified ID Solution “Verizon Media ConnectID”

Rhea-AI Summary

Verizon Media launched its new unified identity solution, Verizon Media ConnectID, aimed at revolutionizing digital advertising in a cookie-less world. Supported by nearly 900 million direct consumer relationships and 200 billion daily data signals, this platform enhances ad performance without third-party cookies. Its adoption reportedly resulted in a 33% lift in campaign performance for advertisers. The solution prioritizes consumer privacy while empowering publishers and advertisers to optimize audience engagement.

Positive

• Achieved a reported 33% increase in advertiser campaign performance after adopting ConnectID.
• Leverages nearly 900 million direct consumer relationships for enhanced ad targeting.
• Utilizes a robust ID graph with 200 billion daily data signals for improved audience insights.

Negative

• None.

Built for the cookie-less future of digital advertising, powered by nearly 900 million direct consumer relationships, a diverse ID graph, and a full-stack DSP & SSP ad platform

BASKING RIDGE, N.J., Dec. 01, 2020 (GLOBE NEWSWIRE) -- Verizon Media today announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and reach audiences online. 

The end of third-party cookies and other tracking mechanisms is leading marketers and publishers to find alternative, privacy-centric identity solutions to maintain addressability for relevant advertising and monetization. Enter Verizon Media ConnectID.

The new unified ID helps advertisers buy, measure and optimize ads while enabling publishers to manage, monetize and navigate audiences--all without third-party cookies by leveraging Verizon Media’s strength in:

• Direct consumer relationships: A strong and loyal user-base of roughly 900 million globally¹ through Verizon Media’s 30+ owned and operated consumer brands including Yahoo (content, search and mail), HuffPost, AOL and TechCrunch. According to Comscore, Verizon Media brands are #1 in Business & Finance News in the US², while its email services are #2 in terms of reach³.
• Diverse ID graph: Differentiated and diverse data at scale with 200 billion data signals daily⁴. Verizon Media’s Identity Graph is built on deterministic data from direct consumer relationships across a range of omnichannel, cross-screen touchpoints, like mobile app, search, owned and operated sites and apps, email and more.
• A Full-Stack: As an end-to end, full-stack technology partner with an award-winning DSP and SSP⁵ Verizon Media can uniquely support advertisers and publishers in unlocking the full value of their content and marketing. A full-stack also allows for a single user match pool across demand and supply platforms for better transparency, transactions and audience insights, without any third-party integrations required to get started.
• Privacy: Rated #1 in trusted data protections by Advertiser Perceptions⁶. Data is hashed, opt-in, and consent-based, enabling direct relevant advertising while maintaining a commitment to consumer choice and privacy.

“We are uniquely positioned to drive scaled, consumer-first identity solutions to help advertisers and publishers navigate the evolving digital landscape,” said Iván Markman, Chief Business Officer, Verizon Media. “Our trusted, premium global properties used by hundreds of millions of people, our identity graph built around billions of daily, consent-based data signals, and the only independent ad platform with a full-stack DSP and SSP to protect data integrity across demand and supply, all come together to solve this new landscape for our customers.”

Verizon Media ConnectID helps advertisers and publishers reach consumers wherever they spend their time -- mobile, connected TV, digital audio, digital-out-of-home, and more, while respecting consumer choice and privacy. It helps marketers maximize the potential of their own first-party data for campaign optimization and measurement, and enables publishers to leverage first-party audience data for better monetization as part of the Verizon Media Ad Platform.

Today, Verizon Media is already helping its customers future-proof their businesses for tomorrow. Adoption of its unified identity solution has delivered a 33% lift in performance⁷ for advertiser campaigns.

Dev Pragad, CEO of Newsweek, said: “We want to deliver the best experience possible for our audiences as well as maximize revenue for the premium content we produce. To ensure we can maximize our clients’ user experience while maximizing our revenues, we need partners like Verizon Media who can connect our audiences with quality advertisers and experiences, maximize yield and ensure our audiences’ privacy choices are respected. That’s why we’ve signed up for Verizon Media ConnectID.”

Rick Erwin, CEO of Adstra said: “As digital advertising is entering a new era of identity, it’s crucial for us to work with partners who are interoperable with our solutions and can ensure we continue to reach audiences with the most relevant messages in a privacy-centric way. Any advertiser currently using our identity solution is also able to target, measure and plan using Verizon Media’s unified ID solution, Verizon Media gives advertisers and agencies representing them, a clear way to ensure business continuity in an uncertain future.”

Verizon Media is taking an integrated three-pronged approach to building sustainable identity solutions for the future by: (1) investing in persistent identity within its Ad Platform ecosystem, (2) developing next-generation ID-less audience solutions (3) and partnering across the industry with leading data providers like Acxiom, Adstra, Equifax IXI, Experian, Neustar, TransUnion, and Throtle, while also working with IAB Tech Lab programs to develop industry-wide pro-privacy solutions for addressability with accountability. Verizon Media ConnectID delivers on the first part of this strategy.

Jordan Mitchell, SVP, Head of Consumer Privacy, Identity, and Data, IAB Tech Lab, said: “IAB Tech Lab is proud to have Verizon Media involved in the development of new privacy-preserving addressability standards and industry accountability programs through Project Rearc, and we look forward to their support of these standards and programs once they are released.”

Verizon Media ConnectID is available in the US, APAC and select LATAM markets at launch and rolling out to more markets in the future. To learn more contact your respective account manager and visit verizonmedia.com.

Verizon Communications Inc. (NYSE, Nasdaq: VZ) was formed on June 30, 2000 and is celebrating its 20th year as one of the world’s leading providers of technology, communications, information and entertainment products and services. Headquartered in New York City and with a presence around the world, Verizon generated revenues of $131.9 billion in 2019. The company offers data, video and voice services and solutions on its award-winning networks and platforms, delivering on customers’ demand for mobility, reliable network connectivity, security and control.

VERIZON’S ONLINE MEDIA CENTER: News releases, stories, media contacts and other resources are available at https://www.verizon.com/about/media-center. News releases are also available through an RSS feed. To subscribe, visit www.verizon.com/about/rss-feeds/.

¹ Source: Comscore Custom Reporting, Multi-Platform, Verizon Media (and Microsoft Partnership) Avg. May 2018 to May 2020, Global
² Source: Comscore Media Metrix ® Multi-Platform, Yahoo-HuffPost Finance Network, Total Audience, September 2020, U.S.
³ Source: Comscore Media Metrix ® Multi-Platform, Services - e-mail category, Total Audience, September 2020, U.S.
⁴ Source: Verizon Media, internal data 2020
⁵ Source: Voted #1 DSP and SSP by Adweek Best of Tech Awards 2020
⁶ Source: Advertiser Perceptions, Programmatic Intelligence Report Q1 2020, Ranked #1 in Data Protections compared to leading DSPs
⁷ Source: Verizon Media, internal data 2020

Media contact:
Gareth Jordan
gareth.jordan@verizonmedia.com
M: +44 7980942883

FAQ

What is Verizon Media ConnectID?

Verizon Media ConnectID is a unified identity solution designed to facilitate digital advertising without relying on third-party cookies, leveraging direct consumer relationships and data signals.

How does Verizon Media ConnectID enhance advertising performance?

The solution has reportedly delivered a 33% lift in performance for advertiser campaigns by utilizing first-party data effectively.

What consumer relationships does Verizon Media ConnectID utilize?

Verizon Media ConnectID is built on nearly 900 million direct consumer relationships across its owned brands.

What are the data privacy measures taken by Verizon Media ConnectID?

The platform ensures data is hashed, opt-in, and consent-based, prioritizing consumer privacy while delivering relevant advertising.

Which markets is Verizon Media ConnectID available in?

At launch, Verizon Media ConnectID is available in the US, APAC, and select LATAM markets, with plans for further expansion.