The Advertising ID Consortium Welcomes New Platform Partners
The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners.
Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious omnichannel identity framework.
Additionally, The Trade Desk has agreed to support the Consortium’s identity framework by making its ID solution compatible with the Consortium’s Open Ad ID, a major step toward consolidating an open and ubiquitous solution.
The addition of major advertising technology platforms gives the Consortium critical mass as it expands to include publishers, marketers, and agencies. The following platform companies from both the supply and demand sides have signed term sheets to join the Consortium:
- Adform
- AerServ
- Amobee
- DataXu
- DistrictM
- IgnitionOne
- Kargo
- LiveIntent
- Numberly
- OpenX
- PulsePoint
- Ad
- Sizmek
- Thunder
- TradeLab
- Unruly
- Videology
Additionally, The Trade Desk will join the Consortium’s board of directors.
This growing list of industry participants that represent publishers and advertisers from across the open internet affirms the benefits of widespread identity collaboration.
Through the Consortium, these independent companies are supporting a framework that combines cookies with identity solutions to enable advertisers to target users with tailored messages, help publishers better monetise their inventory, and improve advertising relevance for consumers.
The Consortium’s two-part identity framework is comprised of a device and a people-based identifier that together will deliver a more seamless and relevant user experience.
At launch, the solution includes an Open Ad ID (the standard for single device cookie identification) and an Open IdentityLink (a common people-based identifier for resolving identity across channels, devices and platforms).
The identity framework will be provided to Consortium members at no cost.
Supported by its founding members, the Consortium has modified and developed important technologies to provide immediate scale, including the use of adnxs.com as the domain name and cookie space, and the IdentityLink people-based identifier.
Adnxs.com is one of the largest cookie pools, and LiveRamp’s IdentityLink is the largest deterministic identity graph available for the open web.
Access to these established assets gives the Consortium the scale to deliver value to its members and the ecosystem immediately.
The Consortium is structured such that it has perpetual access to the technologies contributed by the members, and the Consortium governing board will add additional capabilities as other providers join.
The Consortium is open to all identity graph and cross-device suppliers to join, including deterministic and probabilistic methodologies.
Identity solution providers can build a Consortium ‘sidecar’ for encryption of data or an equivalent technology so that supply-side platforms (SSPs) in the Consortium can adopt it.
Drew Bradstock, senior vice president of product at Index Exchange, said the Consortium is yet another example of independent companies joining forces to combat issues the programmatic industry has faced for years.
“The Consortium, along with initiatives like header bidding and Ads.txt, will serve as long-term solutions for all facets of the industry,” he said.
Jakob Bak, co-founder and chief technology officer at Adform, said: “Companies across the programmatic ecosystem today rely on their own identifiers like platform-specific cookies.
“Compared with a unified approach, this leads to fragmented identities, audience loss, less reach, and as a result, less effective advertising.
“The Advertising ID Consortium solves these challenges by standardising around one ID, and enables people-based advertising at a scale far beyond the walled gardens.
“This is accomplished while also creating transparency to the level required for new privacy regulations like the EU’s GDPR.”
Tradelab chief technology officer Vincent Mady said: “This consortium is a significant milestone in the natural development of programmatic, given its need for transparency and the maturity of its players and buying techniques.
“ID unification is unavoidable in a market fragmented by mobile and consumers’ multi-screen habits, as well as the need to build a trustworthy relationship with a person over a long period of time.
“The dream of connecting branding with performance (including drive-to-store) will become a reality. The market of digital advertising is (finally) leaving the Stone Age.”
LiveIntent CEO Matt Keiser said: “LiveIntent is a partner to over 1,500 publishers seeking to improve monetisation in a changing landscape, and their mobile ad-supported content, delivered in apps (with the most popular being email) requires cross-environment attribution, which is a challenge similar to cross-device measurement.
“Individual publishers without the scale or tech-savvy of the large tech companies can’t solve for a fundamental truth: cookies can’t go cross-channel or cross-device.
“Through the consortium’s identity framework, publishers will be able to better prove attribution across environments and devices, leading to elevated monetisation.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.