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{"id":67047,"date":"2020-06-17T11:59:21","date_gmt":"2020-06-17T15:59:21","guid":{"rendered":"https:\/\/www.beet.tv\/?p=67047"},"modified":"2020-06-17T11:59:21","modified_gmt":"2020-06-17T15:59:21","slug":"email-newsletters-booming-as-post-cookie-id-source-liveintents-silver-on-rubicon-partnership","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/06\/email-newsletters-booming-as-post-cookie-id-source-liveintents-silver-on-rubicon-partnership.html","title":{"rendered":"Email Newsletters Booming As Post-Cookie ID Source: LiveIntent’s Silver On Rubicon Partnership"},"content":{"rendered":"As the advertising world prepares for a world without third-party cookies<\/a>, many of the alternative “identity graph” approaches start with email addresses.<\/p>\nLiveIntent is looking forward to that world. It is an ad-tech vendor whose technology already has sight of more than three billion unique online identifiers.<\/p>\n
Its nonID identifier uses email newsletters – a decades-old media channel that has been enjoying a renaissance lately – to offer advertisers profiles of real audience members.<\/p>\n
And now Rubicon Project, the ad sell-side platform, is tapping<\/a> LiveIntent to leverage that identifier.<\/p>\nCrossing the rubicon<\/h2>\n
The pair announced<\/a> this month that Rubicon would use nonID to offer advertisers a way to find ad inventory across their publishers in a way that does not rely on third-party cookies, which are being deprecated by browser makers.<\/p>\n“They can upload their CRM file, onboard their CRM file to our world,” says Brian Silver, President of LiveIntent, in this video interview with Beet.TV.<\/p>\n
“And then we’re able to create for them a Deal ID, which they can put into header solutions like Prebid and actually find their audiences for a rather good price across the web, and more specifically, right now, within Safari and Firefox and in the future, even Chrome.”<\/p>\n