Verizon Media rolls out solutions for ID-less advertising in Southeast Asia

Next-Gen Audiences and Next-Gen Buying tools will infer audiences independent of cookies or mobile app IDs.

Verizon Media has rolled-out its Next-Gen Audiences and Next-Gen Buyingin Southeast Asia, the first two tools from its newly introduced Next-Gen Solutions suite, the media and communications company announced on June 17.

This first-to-market offering for advertisers and publishers is independent of advertising identifiers for audience creation, buying or measurement, the media company said in its statement. The Next-Gen Solutions suite is built for the identity-less era to deliver relevant ad experiences while strengthening consumer trust.

The new tools use content and other real-time data signals like weather, location and device types to power machine-learning algorithms that allow advertisers to connect with their most relevant audiences without the need for cookies, mobile app IDs, browser storage or creating user-level profiles.

“Innovative solutions for non-addressable inventory are no longer a choice as the post-cookie future approaches, they are a necessity. Yet in this privacy-first landscape and the mobile-first economy in SEA, advertisers still find themselves lacking ready access to privacy-centric identifiers that effectively reach the region’s swelling digital population. The roll-out of Next-Gen Audiences and Next-Gen Buying will allow advertisers who are identity-constrained to reach an addressable audience. The new tools will help advertisers achieve targeted scale, delivering relevant consumer experiences and enable better publisher monetization in the absence of IDs,” said Rico Chan, Head of APAC Sales, Verizon Media.

Verizon Media’s Next-Gen Solutions suite is an extension of its identity-enhanced offerings, which also include Verizon Media ConnectID, a unified identity solution built on top of Verizon Media’s diverse and consent-based Identity Graph.

The Next-Gen Solutions suite of audience creation and buying tools, now available, include:

  • Next-Gen Audiences to create audiences from machine-learning models built on Verizon Media’s extensive first-party data signals.
  • Next-Gen Buying, leveraging Next-Gen Audiences, maintains healthy end-user marketing experiences for identity-less impressions while optimising advertiser campaigns.
  • Next-Gen Measurement, available in Q4 2021, will allow advertisers to maintain omnichannel insights and measurement.

Next-Gen Audiences and Next-Gen Buying is now available in North America, APAC, and select LATAM markets with expanded market availability in the future. Advertisers will also be able to access Next-Gen Measurement by Q4 2021, the company noted in its announcement.

Verizon Media, a division of Verizon Communications, Inc., houses a trusted media ecosystem of premium brands like Yahoo, TechCrunch and Engadget.