Latest SOURCE integration enables brands to transact on a unique, stable, and privacy-safe identifier in email and across the web
NEW YORK, March 1, 2021 — MediaMath, the acclaimed independent advertising technology company for brands and agencies, and LiveIntent, the people-based marketing platform powered by the email address, today announced the full integration of LiveIntent’s nonID into MediaMath’s SOURCE.
MediaMath will empower brands to serve personalized advertising outside the realm of third-party cookies to buy within LiveIntent’s email exchange and on the open web using an identifier, LiveIntent’s nonID. Because the partnership will rest on the nonID, which works across devices, channels and platforms and is open and easily bridged to other Identity solutions, it will also act as a tool for attribution with MediaMath’s ConnectedID.
The identifier at the center of the innovation, the nonID, was developed by LiveIntent in order to bridge Publishers and Brands to the ecosystem using the power of the email address. The nonID is open and connects to all Identity offerings and solutions. The nonID connects Publisher and Marketer first-party data and makes it actionable within any Technology Partner they choose. It solves the challenges around identifying web users, targeting custom audiences, and measuring outcomes outside of walled gardens and without the presence of third-party cookies.
MediaMath clients, by leveraging the nonID, will be able to transact using an innovation that is able to predict the primary email address associated with a device or browser, a salve for a future that will be Identity-centric. The nonID has a 1:1 relationship to an email address ensuring it strikes at the heart of Identity, but is engineered with consent and security in mind and is not reversible. It is developed to be a data science team’s best friend, since it does not create a hindrance to a data science team’s true aim: one version of the truth. The nonID allows the ecosystem to apply their proprietary solutions without added noise or error rate.
“If there’s one through line for our thousands of Marketers who rely on MediaMath to bring them known, performant audiences across devices, channels, and platforms, it’s that every marketer uses email as a trusted channel for customer relationship management and marketing automation,” said MediaMath CEO and co-founder Joe Zawadzki. “By bringing the LiveIntent nonID (an encrypted hashed email ), as an identifier to a marketer’s arsenal, marketers are able to build on the assets they’ve already developed to create a bridge to a future without third-party cookies. MediaMath is able to bring that campaign, seamlessly, to inventory beyond email (native, mobile, web, video, etc).”
The partnership will enable any advertiser using MediaMath’s SOURCE to accurately identify consumers across devices while visiting premium publishers’ sites to personalize advertising without the use of third-party cookies. This includes campaigns that extend into LiveIntent’s SSP, which reaches 200mm people every month in the email environment. It also extends the capability to reach people wherever they are paying attention, across platforms, channels and devices.
“LiveIntent developed the nonID as a way to connect to the ecosystem on your terms,” said LiveIntent founder and CEO Matt Keiser. “We know every company has their own preferred ID that they use to connect to people data. Our partnership with MediaMath allows this framework to align with everyone’s proprietary approach in order to empower marketers and advertisers to connect their people data to first-party and third-party data.”
Since the nonID is interoperable and tied to a person, not a device, it will also be leveraged by MediaMath’s ConnectedID in order to help brands understand how effective their dollars are via the ConnectedID.