The Ultimate PAIR Guide: What It Is, How it Works, and how it Benefits Data Driven Marketers

by Napkyn

Google has introduced an innovative, privacy-compliant solution for publishers and advertisers who are concerned about retargeting and the effectiveness of their ads now that third-party data is going away. 

The new Publisher Advertiser Identity Reconciliation (PAIR) system allows you to reconcile first-party data and share information about users WITHOUT revealing their identities – the perfect way to deliver personalized ads while protecting user privacy. 

PAIR is currently being piloted with a limited number of publishers and advertisers, and we expect it to be available more broadly later this year.

So, if you want to stay ahead of the competition, now is the time to get started with PAIR.

What Is PAIR? 

Available through Display & Video 360 (DV360), PAIR is an add-on designed to help advertisers retarget prospects who’ve visited the sites of the publisher and advertiser in a privacy-safe way. 

Previously, the privacy of data sets wasn’t possible, as publishers would share the information directly with advertisers. 

Now, with this new, clean-room-like feature, advertisers and publishers can activate first-party data unique to their websites in encrypted form via aggregation. 

The data sets aren’t pooled together; they meet in the middle, this allows the publishing and advertising party to retain full control over their information, preventing user-level data sharing between parties.

Google confirms that the information is only comprehensible and valuable if seen in the limited context of its direct relationship. On the contrary, pooled data solutions like UID 2.0 present the possibility of individual identification and, thus, face regulatory challenges and restrictions. 

Simply put, as an advertiser, you can match your customer email list with a publisher’s audience with PAIR. Data clean rooms will then handle the uploading and encryption of data before allowing you to connect the encrypted information. 

How to Use PAIR

PAIR requires publishers and advertisers to use clean rooms for connecting their data. These spaces ensure optimal data security, ensuring that only encrypted information is passed to Google for reconciliation.

So far, Google has partnered with the following clean-room providers:

  • Habu
  • InfoSum
  • LiveRamp

Besides data connection, there isn’t much you need to do. You don’t even have to worry about managing the information upload and encryption process, as the clean rooms are designed to take care of it. 

Top 3 Benefits of PAIR

Publisher Advertiser Identity Reconciliation offers the following benefits for publishers and advertisers.

  1. Enables Ad Personalization 

The new update to Google DV 360 means you can use first-hand collected data to improve your ad targeting capabilities for relevant audiences across the internet. 

This is excellent news for businesses wanting to effectively target their ads to past customers, individuals on their email list, and people who’ve willingly shared other personal details. The new feature can also be used when creating ads for cart abandoners.  

On the flip side, you can target your ads so that they don’t reach people who’ve already purchased from you. 

These benefits enable a closer and more substantial connection between your brand and audience. Your prospects will be happy to know that they won’t be tracked across the web, and their details will remain private and secure.  

All in all, Google PAIR presents the opportunity to showcase your ads to the highest-intent audiences, maximizing your advertising potential and performance. You can continue to meet your marketing targets while respecting people’s privacy. 

  1. No Data Pooling, No Leaks

Google has made it clear that it wanted to eliminate concerns regarding data pooling by introducing Publisher Advertiser Identity Reconciliation for publishers and advertisers.

This system ensures a secure and private way to combine first-data data from the two parties, addressing the regulatory issues associated with user IDs based on pooled data.

You don’t have to worry about giving up control of your data when using PAIR.   

It’s also great to know that PAIR prevents data leaks for both publishers and advertisers with three layers of encryption using the following keys:  

  • An advertiser key
  • A publisher key
  • A key shared between the two parties
  1. Instills Trust in Your Brand 

Google understands that users tend to get frustrated when they’re shown irrelevant ads.

With PAIR, it ensures users only see ads from publishers and advertisers they’re directly connected with. This could be because they had shared their info with them at one point or agreed to receive emails regarding their products or services.  

For businesses, this means users won’t have a hard time trusting them. It’s indeed a less intrusive way of advertising, allowing you to reassure your prospects that you respect their privacy.   

Make the Most of Google PAIR’s Targeting Solution with Napkyn! 

Google PAIR is an innovative targeting solution that looks promising for publishers and advertisers across industries. All aspects considered, this system is likely to be resilient in terms of advertising effectiveness and regulatory compliance. 

If you’re a publisher or advertiser with first-party data and are interested in exploring the benefits of matching IDs without actually sharing the data and learning how to use Publisher Advertiser Identity Reconciliation for targeted marketing, our representatives will be happy to assist you. Contact us for more information about using this innovative feature. 


Digital Analytics Consulting & Engineering Company

Napkyn Analytics is a digital analytics consulting and engineering company that provides services across Data Enablement, Data Quality, Data Analysis and Data Activation.

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