MediaMath Identity – LiveIntent

May 31, 2022 — by MediaMath    

Welcome to the latest in MediaMath’s Identity Landscape. In this series we’re providing an overview of our core identity partners to help advertisers choose the identity solution that’s right for them.

Describe your solution in a nutshell

LiveIntent unlocks two addressable media channels: web and email. LiveIntent’s identity solutions allow companies to define audiences using their preferred identifier (email address, customer ID, phone number, etc.) and use the nonID to connect those audiences to the inventory where they can reach them. The nonID is an encrypted ID with a 1:1 relationship to a unique email address, representing an individual consuming a brand’s website or newsletter content.  

How does it work?

The Authenticated Bridge network is composed of publishers who’ve enabled LiveIntent’s identity module on over 4,000 websites. LiveIntent provides the nonID connected to each impression to the connected SSPs. They then make the information available to buyers to inform their bidding via an open auction or deal ID.

Advertisers can target LiveAudiences curated by LiveIntent or build proprietary audiences with their first-party data put into packages that can be targeted in their DSP.

What makes it different from other solutions on the market?

LiveIntent has spent a decade operating in a cookie-less environment – the email inbox – using the email address as the primary identifier for ad decisioning and attribution. As a result, our graph is informed by consumers’ intrinsic engagement with email newsletters and websites across all of their owned devices. Using those events, LiveIntent consistently authenticates the connections between publishers’ first-party cookies and over three billion email addresses to ensure the nonID never becomes stale.  

How do you see the future of identity?

Brand and publishers are taking ownership of their destinies. More than ever before, first-party data is top of mind for everyone, and companies are implementing programs to create a first-party relationship that drives engagement with their customers. The future of identity will be built off of first-party data in a framework that supports connecting your data to the ecosystem on your terms with proper controls to stay compliant with consumers’ privacy preferences.