Distribute Data to Google DV360 Publishers via PAIR
Google PAIR (Publisher Advertiser Identity Reconciliation) is a first-party data solution that allows publishers and advertisers to match their respective first-party data in a privacy-compliant way. This enables advertisers to deliver personalized ads without relying on third-party cookies or device IDs.
Note
For more information, see this Google blog post.
LiveRamp’s Google PAIR integration is in open beta and available to all customers.
The main advantages of using Google PAIR include:
Enhanced privacy: By using first-party data, Google PAIR ensures that users' personally identifiable information (PII) is not shared, reducing the risk of privacy breaches.
Improved ad relevance: Advertisers can use the matched first-party data to deliver more relevant and personalized ads to their target audience.
Better performance: With more accurate targeting, advertisers can potentially see improved campaign performance and better return on investment (ROI).
Future-ready: As the third-party cookie landscape continues to evolve, Google PAIR offers a solution that is compliant with these changes and can help advertisers adapt to the evolving landscape of digital advertising.
How Google PAIR Works
The advertiser and publisher first-party data is each encrypted three times with three different encryption keys: an advertiser key, a publisher key, and a private shared key between the advertiser and publisher.
These keys are unique for every advertiser-publisher relationship. Each participating entity has access to up to two of the keys, ensuring that no single party can access all three keys simultaneously to decrypt the data back to the original raw ID.
Overall Steps
The process to distribute data to Google DV360 publishers via PAIR is similar to the standard distribution process:
You activate a Google DV360 PAIR destination account.
Note
When activating the destination account, there is an additional step of choosing which DV360 publishers you want to distribute to: All publishers, all publishers except those selected, or only selected publishers.
If you select “All publishers”, you can then choose to enable the option to automatically add new publishers so that your data will automatically be activated to new DV360 publishers as they're added to LiveRamp.
From the DV360 PAIR destination account, you add your segments to distribution and select the publishers to include.
LiveRamp converts any plaintext email addresses to SHA-256 email addresses.
LiveRamp attempts to match the SHA-256 email addresses to PAIR IDs for each publisher selected.
LiveRamp distributes the PAIR IDs to the Google DV360 publishers selected previously.
You should see your data in DV360 within 1-3 days after distribution. There will be one segment per publisher for each segment you distribute that has matches for that publisher.
After delivery is complete in 1-3 days, you can view match rates by publisher in the Connect UI. For more information, see the "View PAIR Publisher Match Rates" section below.
Segment Distribution Limitations
Because of the PAIR matching protocol, the only records that will match to a PAIR ID are records that contain a plaintext email address or a SHA-256 hashed email address as an input identifier. PII-based records that do not contain these identifier types will not match to a PAIR ID.
When you view the PAIR Segment Distribution page for a DV360 PAIR destination account, only fields and segments from audiences containing offline (PII) data will be displayed. Fields and segments from audiences containing online data (such as cookie data or mobile device ID data) will not be displayed.
View PAIR Publisher Match Rates
After delivery is complete in 1-3 days, you can view each active segment's match rates, broken down by each individual PAIR publisher you selected.
Note
Match rates for PAIR publishers reflect each publisher's addressable matches and do not leverage the LiveRamp Identity Graph, so these match rates are dependent on each publisher's addressable strategy. PAIR match rates also depend on the type of consumers that the publisher deals with, so there might be a higher or lower overlap with your consumers.
To view an active segment's PAIR publisher match rates:
From the Connect navigation menu, click Destination Accounts to navigate to the Destination Accounts page.
From the desired DV360 PAIR destination account tile, click (which appears when hovering over the tile) to navigate to the PAIR Segment Distribution page for that destination account.
Tip
To display only DV360 PAIR destination accounts, you can enter "pair" in the search box.
Click the caret next to the name of the field that contains the active segment.
Note
Publisher match rates are only available for segments that have been distributed (active segments with a status of "DISTRIBUTED"). You can set the Active/Inactive filter to "Active" to display only those segments that are actively distributing.
Match rates are not displayed for fields. To see match rates, open the details panel for a field value.
In the row for the segment you want to view match rates for (the field value), click the More Options menu (the three dots) to open the details panel.
From the details panel, select the PUBLISHERS & MATCHES tab.
The tab displays the number of input records and the number of records matched ("record matches") at each publisher.
