LiveIntent’s nonID platform will integrate into MediaMath SOURCE, enabling brands to personalize advertising without third-party cookies. The strategy relies on LiveIntent’s email exchange and LiveIntent’s nonID identifier.

The integration works across devices, channels and platforms, and forms a bridge into other Identity solutions.

The agreement was not without challenges, but the biggest one isn’t what most marketers might think. “The biggest challenge is helping the ecosystem understand the urgency,” said Kerel Cooper, CMO at LiveIntent. The end of the third-party cookie is coming, he said, and when it does, “the methods that brands currently employ to target, attribute, measure, and optimize campaigns” will need to change.

The biggest challenge, he said, is explaining to brands and publishers the need for a bridge to a future where they can continue to transact efficiently when third-party cookies disappear.

The integration of MediaMath allows the platform to accept any audience made up of the LiveIntent NonID and match that audience to NonIDs seen in bid requests.

MediaMath works with Identity partners to improve graph connections and where possible map its own Connected ID to 1P IDs to improve the graph. In addition to LiveIntent, the company now integrates with LiveRamp, Merkle, BritePool, and Parrable. 

NonID connects the first-party data of publishers and marketers and makes it actionable within any technology partner they choose. It solves the challenges around identifying web users, targeting custom audiences, and measuring outcomes outside of walled gardens and without the use of third-party cookies.

In an announcement, Google acknowledged other companies would find ways to track users, and in a post said it will not use or invest in such tools for ads it sells.

Scott McDonald, CEO and president of the Advertising Research Foundation (ARF), wrote in an email that Google has been signaling for more than year it would find a way to target ads in a privacy-compliant way.  

“It reflects a smart adaptation to rising concerns about privacy and tracking,” he wrote. “It also fits into a broader trend of enhancing privacy by ‘blurring’ the level of resolution to levels that are somewhere short of persons-level.”