Reference / Glossary / Infrastructure and standards
Publisher Advertiser Identity Reconciliation
Also: PAIR
A Google-initiated, now IAB Tech Lab, protocol that lets an advertiser and a publisher match their respective first-party customer lists through encryption without either side seeing the other's data, then target the overlap in DV360 and other DSPs. PAIR is a cookieless alternative to third-party matching.
Related terms
Cite this entry:
Agency Echelon. "Publisher Advertiser Identity Reconciliation." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/publisher-advertiser-identity-reconciliation/