Verizon Media already knows a lot about what its users read and watch. An expanded partnership with Catalina will make it possible for them to tell advertisers what its users have bought, too.<\/p>\n
On Tuesday, June 29, Verizon Media and Catalina announced they were making their identity graphs interoperable. In plain English, that means the identities Verizon Media tracks using its post-cookie solution, ConnectID, and the IDs that Catalina has of shoppers can now be combined into a single, anonymized picture.<\/p>\n
The key details<\/strong> Plainly, this means the first partnership allowed an advertiser to tell whether males, aged 35-44 living in Philadelphia, went and bought frozen pizzas after they were shown ads for frozen pizza; the newer partnership allows the advertiser to target males, aged 35-44 and living in Philadelphia who recently bought frozen pizza with ads for antacids, and to see whether they went and bought said antacids<\/p>\n ConnectID now reaches 148 million logged-in users spread across some 400 million devices. Verizon Media has been pounding the pavement and building support for ConnectID with other publishers, including CafeMedia and Newsweek.<\/p>\n Catalina is interoperable with a number of different identity graphs, including Experian, LiveRamp, TapAd and Cadent TV.<\/p>\n
\nVerizon Media and Catalina announced a data partnership in April that enabled advertisers to use shopping insights to optimize their campaigns as they ran. The current deal merges Verizon Media and Catalina\u2019s user graphs, giving advertisers a stronger foundation for targeting and insights.<\/p>\n