Google is rolling out a way to utilize first-party data to deliver more personalized ads via Display & Video 360 without third-party cookies.
A new solution called Publisher Advertiser Identity Reconciliation, or PAIR, reconciles first-party data for audiences who have visited both an advertiser’s and a publisher’s site.
Previously, it wasn’t easy to use both data sets in a privacy-safe way, as it would involve publishers sharing user information directly with advertisers.
