Marketing platform LiveIntent has integrated its email-based Authenticated Bridge framework and nonID addressable media solution into the OpenX bidstream.
An expansion of the firms’ existing partnership, the arrangement will allow publishers and marketers to apply insights garnered from email campaigns to the web and beyond, while avoiding dependence on third-party cookies, LiveIntent says.
“Our partners and clients are looking for OpenX to help them prepare for a cookieless ecosystem, and it’s clear that email is going to be one of the key pieces of currency in digital advertising going forward,” says Brian Chisholm, senior vice president, strategic partnerships, OpenX.
Key to the offering is LiveIntent’s Identity Graph, a first-party tool based on data refreshed daily through active engagement with email newsletters and online media.
The nonID is tied to a hashed email in the Identity Graph: It helps the brand predict the primary email address associated with a device or browser. All insights are then tied to active emails, LiveIntent says.
Marketers with audiences based on nonIDs can reach these users via an OpenX Deal ID across more than 800 million hashed emails and nonIDs, the company says. These have been matched to OpenX Supply.
The partnership will also provide access to LiveIntent’s aggregated newsletter audiences. Buyers can target consumers in these groups via a programmatic campaign conducted through OpenX.
“Prebid is open, and our nonID is a way to connect to the ecosystem on a customer’s terms,” says Matt Keiser, founder and CEO of LiveIntent. “This framework works with established vendors’ proprietary IDs but is also open to any Publisher or Brand that has their own email data.”