PAIR -Publisher Advertiser Identity Reconciliation (PAIR)

In not so exciting, first party data news…’Google Unveils Protocol PAIR That Enables Data Clean Rooms‘.

Not to downplay this ‘development’….

Google on Tuesday announced a solution in Display & Video 360 that provides advertisers and publishers with a secure and private way to reconcile first-party data for marketing use across audiences.

Publisher Advertiser Identity Reconciliation (PAIR), a protocol for cleanrooms that lets brands and publishers with their own customer email lists match against each other’s audiences.

BUT – this seems to be the same old ‘stuff’ we’ve been hearing about since the UnifiedID days. (and that reference is from early 2021, not even back in the ‘early days..2019)..

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