Many advertisers are asking: “Should I be using PAIR in DV360?” As privacy-first strategies reshape the media landscape, this question is more relevant than ever.
PAIR, short for Publisher Advertiser Identity Reconciliation, is Google’s privacy-safe solution for connecting first-party data across the buy and sell sides—without relying on cross-site tracking or third-party cookies. Now fully live in DV360, PAIR is quietly reshaping how advertisers approach identity, control and reach.
At a time when durable audience strategies are becoming a competitive advantage, understanding how PAIR works—and where it fits—could make all the difference in scaling your next campaign.
Inside PAIR: How the Magic Happens
PAIR allows advertisers and publishers to match their first-party data using advanced multi-layer encryption. Neither side—not even Google—can view, reuse, or repurpose the matched data.
There are:
- No centralized ID graphs
- No cross-site profiling
- No risk of data leakage
Think of it as a secure, encrypted handshake between your hashed customer data and participating publishers—executed entirely within DV360.
Why PAIR Matters in DV360
PAIR isn’t just another feature—it’s a core part of Google’s privacy-forward roadmap. Alongside tools like modeled conversions and AI-powered bidding, it helps advertisers deliver personalized, measurable campaigns while honoring user privacy.
In short, it’s not a workaround. It’s a smarter, more sustainable way forward—with four key advantages:
- Greater Control
You decide what data to share—and it stays yours. It’s never pooled or profiled by platforms.
- Built-In Protection
Google’s encryption ensures your data remains secure throughout activation.
- Strategic Flexibility
Use PAIR in both open exchange and non-guaranteed deals, giving you more control over how your data drives performance.
- Meaningful Reach
With support across 20,000+ publisher domains—including NBCUniversal and Disney—you can scale your efforts within high-quality environments.
PAIR and the Rise of CTV
One of the biggest opportunities for PAIR lies in Connected TV (CTV). As CTV continues to attract both viewers and advertiser budgets, identity becomes more complex. Unlike cookies in browsers, CTV relies heavily on durable first-party signals to ensure reach and relevance.
By using PAIR in DV360, advertisers can securely connect their first-party data with premium publishers like NBCUniversal, Disney and other streaming environments. That means you can extend your audience strategy into high-quality CTV inventory—without sacrificing privacy or scale.
For marketers, this translates into:
- Cross-device consistency: Deliver a unified message across web, app and CTV.
- Premium environments: Activate campaigns within brand-safe, high-quality streaming content.
- Future-proof targeting: Rely on first-party signals instead of identifiers that are on their way out.
CTV is already one of the most competitive channels for attention, and PAIR ensures your campaigns stay both effective and privacy-first.
Getting Started With PAIR in DV360
If you’re exploring how to activate first-party data in DV360, now’s a great time to assess where PAIR might fit within your media strategy.
Google’s support guide walks through the technical setup, but successful implementation often depends on aligning clean, consented data with the right publisher connections and campaign structure.
If you’re looking to move quickly or want to make sure all the pieces are in place, our team has helped brands navigate the process and integrate PAIR effectively into their broader media plans.
Have questions or want to see how PAIR might work for your team? Contact us today!
