Google PAIR is a new identity solution from Google that allows publishers and advertisers to match first-party data for personalized ads.
- Purpose — Google PAIR, which stands for Publisher Advertiser Identity Reconciliation, enables the matching of first-party data between publishers and advertisers to deliver personalized ads without relying on cookies or device IDs.
- How it works — Publishers and advertisers establish a relationship, then encrypt their first-party data using three unique keys (advertiser key, publisher key, and a shared key). This encryption process ensures data security and prevents data leakage.
- Data security — PAIR's encryption and reconciliation process, along with the use of clean rooms for data handling, significantly reduces the risk of data leakage and unauthorized use of first-party data.
- Significance — PAIR is a significant development in the digital advertising industry, offering a privacy-safe method for delivering personalized ads and addressing the challenges posed by the phase-out of third-party cookies and device IDs.
From adtechexplained.com
PAIR is a new identity solution from Google that allows publishers and advertisers (using Google's buying platform, DV360) to match first-party data to deliver personalized ads.
adtechexplained.comVerified
Top Search Results
Purpose
- Enable personalized ads — PAIR facilitates the delivery of personalized ads by matching first-party data, enhancing ad relevance for users.
- Enhance data privacy — By using first-party data and encryption, PAIR helps maintain user privacy and complies with evolving data protection regulations.
- Reduce data leakage — PAIR's design minimizes the risk of data leakage, ensuring that first-party data is used only within the agreed publisher-advertiser relationship.
Arc Search read websites across the internet to make you this perfect tab.
Try it for freeTechnical Process
- Relationship establishment — Publishers and advertisers must establish a relationship to use PAIR, ensuring data sharing is consensual and secure.
- Encryption keys — Three unique encryption keys are generated for each publisher-advertiser relationship to encrypt first-party data.
- Triple encryption — First-party data is encrypted three times over, using each of the three keys, to ensure data security and prevent reverse engineering.
- Clean rooms — While not mandatory, clean rooms are recommended for the encryption process, providing a secure environment for data handling.
Google then requires each party to encrypt their first-party data three times over (once for each key).
adtechexplained.comVerified
Industry Impact
- Universal solution — PAIR can work across all devices but is limited to a single publisher-advertiser relationship, preventing data leakage.
- Response to cookie phase-out — PAIR offers an alternative to third-party cookies and device IDs, addressing the industry's need for new identity solutions.
- Regulatory compliance — PAIR's focus on first-party data and data security aligns with increasing regulatory scrutiny on data privacy and user consent.
- Market advantage — Google's introduction of PAIR can be seen as a strategic move to maintain its market dominance while adapting to changing privacy regulations.
From adtechexplained.com
PAIR can be one of an increasing amount of examples Google can point to when regulators cry foul on Google's outsized influence on digital media and the ad tech ecosystem.
adtechexplained.comVerified
