As digital platforms work to find new, privacy-safe solutions for ad targeting, in line with rising consumer expectations, Google has developed a new process for Display and Video 360 campaigns which will facilitate personalized ad targeting on selected websites, where consumers have given explicit permission for both the advertising brand and the host site to reach them.
It’s not as convoluted as it sounds – here’s how it works:
Google has developed a new process that it’s calling Publisher Advertiser Identity Reconciliation, or ‘PAIR’ for short.
With PAIR, advertisers will be able to reach users that have given them their contact info, on sites that they’ve also visited and provided permissions to.
