Livewire has launched Gamer.ID for cookieless gamer targeting and addressability. Accessed through Livewire’s Gameview tech stack, Gamer.ID is powered by Optable’s ID management and data collaboration platform. It gives brands the ability to target the gaming audience and scale using first-party gaming audience data.

The ID solution uses Gamer.Graph, Livewire’s proprietary ID resolution engine, to power analysis of real-time and predictive data for targeting without compromising user privacy. This purpose-built ID platform allows brands to connect with gamers across PC, console, mobile, CTV and esports platforms as well as retail media networks.

According to the company, features of Gamer.ID also include a Data Management Platform (DMP) that provides real-time audience intelligence and integrates with SSPs, DSPs and CTV platforms. Optable’s clean room tech gives also provides advertisers with a secure, privacy-safe environment for onboarding.

Through direct integrations with gaming publishers, platforms and DSPs, the brand says that Gamer.ID allows for programmatic activation across multiple channels, with in-game and rewarded video ads across mobile, PC and console, activation of campaigns on CTV and gaming streaming platforms such as Twitch and YouTube.

Livewire is a global gaming marketing company that combines adtech, gaming media exclusives and brand strategy, to be a single-entry point into gaming for brands.