• by Ray Schultz , June 15, 2020

LiveIntent and Rubicon Project have formed an integration to allow Rubicon’s advertisers to use LiveIntent’s email address-based identifier.

The arrangement combines LiveIntent’s email-centric identity graph and its nonID, which ties to a specific email address to help brands bridge data sets while protecting privacy, with Rubicons sell-side adverting platform, the firms say.

“Prebid is open, and our nonID is a way to connect to the ecosystem on a customer's terms,” states Matt Keiser, founder and CEO of LiveIntent.

"In addition to helping publishers make their inventory more accessible and useful to advertisers, people-based identifiers improve the end user's digital media experience," states Garrett McGrath, vice president of product management for Rubicon Project.