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Why did MediaMath "untie" the advertisement identification consortium

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About a week ago, the Consortium Advertising ID announced that it would offer the DigiTrust ID of the Tech Lab of the Interactive Advertising Bureau (IAB) as a solution, in more than his own open publicity and unified open ID Trade Desk.

This was a possible sign of reconciliation of two of the greatest efforts to find a unified way to identify online users, instead of each site giving up its own cookie and having outside services file third-party cookies.

Due to the limitations of reading a cookie that another entity has filed, the plethora of cookies means that sellers often have to sync their cookies in order to know if they are dealing with the same no one.

But both ID efforts have already taken different approaches. The central and open Advertising ID Consortium solution is based on LiveRamp's IdentityLink technology and cookie, while DigiTrust – a nonprofit organization acquired in April by IAB Tech Lab – is an independent, vendor-independent effort to support cookie whose data can be shared.

When the Ad ID consortium was founded last year, its founding members were LiveRamp, provider of identity resolution solutions, and AppNexus and MediaMath, advertising technology providers, but MediaMath is gone and has been replaced by Index Exchange. Last March, MediaMath joined DigiTrust.

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Since MediaMath was part of both efforts, we checked with VP John Slocum to get his point of view.

[Read the full article on MarTech Today.]

About the author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.

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