PAIR is a secure and privacy-safe way for advertisers and publishers to match their first-party data for marketing activation across programmatic bid-stream. PAIR uses advanced data encryption and synthetic ID generation methods provided by the InfoSum Secure Data Clean Room, with no reliance on third-party cookies. Currently the only ID supported is raw email.

Using Google PAIR on the InfoSum Platform requires:

1. An accepted PAIR permissioned Activation Bunker from an advertiser
2. An accepted PAIR permissioned Activation Bunker from a publisher
3. A PAIR specific Activation Query
4. A PAIR specific DV360 Destination for the advertiser
5. A PAIR specific SFTP or S3 Destination for the publisher

Permissions

Google PAIR is built on the premise that an advertiser and a publisher wish to collaborate.

Permissions enable a user on the advertiser OR the publisher side to reference each other's datasets.

To leverage the Google PAIR framework, a PAIR specific permission needs to have been accepted by an advertiser user from the publisher and a publisher user must also have accepted a PAIR specific permission from the advertiser. Without a permission accepted in both directions, the workflow will not work.

Exchanging Google PAIR permissions

To allow another user to reference your Google PAIR dataset, you must send a Google PAIR permission to each other for your chosen datasets. Google PAIR permissions can only be granted on activation datasets. Notes:

• You can only share a Google PAIR dataset with a user who is also enabled to use Google PAIR.
• You can only view the metadata and assess the intersection between Google PAIR datasets. You cannot give permission for a user to query the underlying data.
• You can only give permissions for Google PAIR datasets that you own.

To give another user permission to reference an Google PAIR activation dataset:

Log on to Platform, if you haven't already.

Switch to the Permissions Sent tab and select the New Permission button.

Enter the email address of the person you want to give permission to. If they are already registered for InfoSum Platform, it's worth asking them which email address they used, so that the permission you're creating can be associated with their existing account. Once you've created the permission, the email address will be saved for easy re-use and can be deleted by clicking on the Edit Saved Addresses button.

Select Google PAIR Permission and click Next. 

Identify the Google PAIR activation dataset or datasets you want to give permission for and click Create. You can view the new permission by switching to the Permissions Sent tab. The Google PAIR icon appears for the permission.

Before they can reference your dataset, the other party will need to accept the Google PAIR permission. See how to accept a permission for the details. 

• Sharing a PAIR specific permission follows the same workflow as non PAIR specific permissions on the platform. To set a PAIR permission, select the ‘Google PAIR Permission’ option when creating a new permission for your chosen Activation dataset.
• Accepting a PAIR permission allows the other user to assess the intersection with your PAIR permissioned datasets and datasets owned by the other user.
• To accept a PAIR permission, review your received permissions in the Permissions Received page, under ‘Collaborate’, section of the platform.

PAIR Destinations

Destinations in the platform define where you push the identifiers resulting from your activation query to. You can define Destinations in the Collaborate section of the platform. 

DV360, S3 Cross Account for PAIR or SFTP for PAIR Destinations are the supported Destination types for PAIR. The advertiser will export data directly to DV360 whereas the publisher will export data to either S3 or SFTP.

Creating a destination 

Click Next. Specify the connection details for the selected destination type:

• Google PAIR

Adding Google PAIR connection details

Google PAIR is a way of encrypting Google data.  Before you begin, you will need to share permissions to your Google PAIR dataset with another user. For the steps to do this, see exchanging Google PAIR permissions.

Use destinations to create a connection between the InfoSum Platform and your Google PAIR account.

The form below appears when you select Google PAIR as your destination type.

The above form contains the following fields:

1. Pair Customer ID: The DV360 account ID or Google Ads account ID.

Click Details to edit the destination details. 

Click Save. The saved destination is stored in the Platform’s Destinations page and can be selected in the Activations tab when pushing an activation file to a remote resource. The destination can be reused and is available to all users in your company. 

For details of how to export your audience to a Google PAIR destination, see Exporting results to a destination and Google PAIR export configuration fields.

Exporting results to a destination

Google PAIR export configuration fields

When you have completed the required fields, click Push to Destination. Selecting this button begins the file stream.

PAIR Activation 

Activation queries return lists of identifiers that relate to specific individuals in the targeted dataset. The identifiers returned by the query can be exported from the platform. 

• In the Google PAIR framework you can only export identifiers from datasets you own. To set up a PAIR specific Activation Query, select the New PAIR Activation option in the Activate section of the platform.
• A wizard will launch that will ask you to select a dataset you own and a dataset you have permission to use via the PAIR framework. You must identify which of the datasets is the Publisher’s dataset in the collaboration. The intersection with the Publisher’s dataset will then be shown.
• The query can then be saved. Unlike non PAIR Activation queries, you can not specify the contents of the query. They are defined by the destination the PAIR Activation query is used with.

To activate results to Google PAIR

After running an activation query, you can push the resulting file to a Google PAIR account. 

Go to the Activation tab under Activate, where you will see some information about the campaign and its status. The total rows give you an insight into the size of the file before pushing it to the destination.

Click New Pair Activation and select the partner dataset for the Google PAIR permissions you received.

Next select your dataset.

Click Continue to Details. 

Fill in the activation details and click Create Pair Activation. The Google Pair icon is shown beside the activation. You can export the Google Pair as described in Exporting results to a destination. When you click Export to Destination the data will be uploaded to DV360 using PAIR.