Verizon Media is throwing its hat into the ring of post-cookie advertising identifiers once more by launching a second solution that can target, buy and measure audiences without linking a user to a unique, one-to-one identifier.
Called Next-Gen Solutions, the company’s contextual targeting solution provides targeted advertising without needing a user to sign into a service. The solution uses context, not just from the web page itself, but from the visit’s timestamp, area weather, location and device types. The data is fed into a machine-learning algorithm which can then serve up ads by checking the access time against context, such as a user’s approximate location and the area’s weather to serve up ads.
“As the industry continues to shift, the divide is now sharper between those that have first-party data and those that do not,” said Iván Markman, chief business officer, Verizon Media, in a statement. “We are extending our ability to better serve our customers, offering solutions for both identity-led and identity-less opportunities,” he said.