The Advertising ID Consortium announced earlier this month that it will be ramping up its efforts toward adoption of standardized methods for targeting digital ads to users across devices. To do so, the group says it will work with other tech leaders to ensure that marketers are able to easily access user exposure data within their own platforms.
Exposure data refers to information about ad campaign measurement, such as where the ads were served and to whom. The group’s tracking solution now includes the following common domains or cookie IDs: Live Ramp-powered Open Ad-ID, The Trade Desk’s Unified Open ID and the recently adopted DigiTrust ID.
The organization said it would work with its partners to provide:
Exposure data tied to device-based and people-based identifiers that can be accessed through a standard, privacy-conscious ID for use in measurement and analytics
People-based ad serving technology that will make advertising exposure data directly available to a marketer’s ad server
Why you should care
Marketers cannot effectively target their customers without the ability to connect user behavior across devices. Google and Facebook have their own user logins, but other publishers and ad exchanges use their own identifiers, making the process messy and slow.
To further complicate matters, in May, Google put restrictions on the use of its user login, the DoubleClick ID, telling media buyers who use its data transfer service that they will no longer be able to use the ID to generate reports, limiting them to Google’s own Ads Data Hub for those metrics.
The consortium favors an open identity solution outside the so-called walled gardens.
The road has been rocky for the organization, who lost two out of three of its founding members since it was founded in 2016. In March, MediaMath pulled out in favor of DigiTrust’s vendor-independent approach, only to be brought back in the fray when DigiTrust integrated its solution with the consortium. MediaMath was replaced by Index Exchange. And just last week, new owner AT&T withdrew AppNexus, saying it wanted to concentrate on internal integration.
A standard, transparent standard ID would help marketers to more seamlessly access data, accurately chart the customer journey and ultimately, provide a more personalized experience to their customers. But with three IDs currently in use, it’s unclear as to how the consortium will accomplish that goal.
From a release announcing the move:
Today’s consumers spend time in an ever-growing number of digital channels, making it difficult for marketers to understand who has been exposed to their advertising, how many times, and where. Recent policy changes from some providers of ad serving technology will further complicate brands efforts to understand consumers’ omnichannel journey and provide more relevant, customized experiences for their customers. This creates the need for an open, transparent standard that anyone can leverage to provide or access advertising exposure data. The platforms participating in this initiative represent a majority of the ad volume on the open internet and have committed to sharing data on digital ad exposure with the entire ecosystem in a standardized format.
More about the news
The tech leaders include industry heavy hitters such as Criteo, OpenX, PubMatic, Thunder, IgnitionOne and AdRoll Group.
“Brand marketers are taking a closer look at their digital advertising supply chain and are proactively choosing to only work with partners that prioritize quality and can solve real needs,” said Jason Fairchild, co-founder, OpenX. “This new measurement solution will help quantify the value of open web inventory, and when evaluating who to work with, advertisers should look to partners that can offer this holistic view of measurement.”
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