Google PAIR Is Here: Adswerve’s Take

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What Is PAIR?

This month, Google announced its new first-party data solution, Publisher Advertiser Identity Reconciliation (PAIR). According to Google, PAIR is “a new solution that gives publishers and advertisers the option to securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site. Advertisers and publishers will be able to activate encrypted first-party information.” 

It works with Display & Video 360 (DV360) and on the publisher side, connecting and matching first-party data from each, allowing marketers to serve relevant ads to their audiences without sharing Personally Identifiable Information (PII) with DV360 or the supply-side platform. Here’s how it works: 

Chart showing Google's Publisher Advertiser Identity Reconciliation (PAIR) first-party data solution workflow.
Source: Google blog post “Engage your first-party audience in Display & Video 360”

Google is already “partnering with three clean-room providers, Habu, InfoSum and LiveRamp, with plans to integrate with Ads Data Hub (ADH).” 

Adswerve’s Take on PAIR

Our experts expressed excitement and measured optimism about PAIR's potential to help our clients post-cookies.

Adswerve Director of Media Activation Jake Woodburn

Adswerve Director of Media Activation Jake Woodburn said, "Conceptually, I believe this is Google making strides toward a more privacy-safe digital ecosystem for users while balancing the need for advertisers to provide a unique digital marketing experience."

Adswerve Lead Consultant of Media Mary Kotara

Lead Consultant of Media Mary Kotara added, “I'm excited Google is working on it and is far enough along to publicize it! Initially, I think the biggest benefit for clients will be knowing the publisher side of media buying will also be able to privately match to their important first-party audiences. It will complete the buying picture for them."

Adswerve SVP of media services Kristina Goldberg

(Stating the difference between Google's PAIR and another recent first-party data solution, Topics API) Kristina Goldberg, Adswerve’s SVP of media services, said, “Google has mentioned the key benefit is that the Topics API ingests from Chrome only, whereas PAIR is meant to ingest from a broader selection of browsers. I look forward to seeing what’s ahead!

Stay tuned to our blog to learn more about PAIR and its impact on our clients and advertisers. And be sure to keep up with the Google Marketing Platform blog for up-to-the-minute information.