The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium Welcomes New Platform Partners
SHARE
THIS



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.”

Please login with linkedin to comment

Digital Advertising The Advertising ID Consortium

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]