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Will the Advertising ID Consortium Solve Marketers’ Audience Identity Problems?

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  • In recent years, a few ID consortiums launched to give advertisers an audience identification alternative to the Facebook-Google duopoly.
  • This summer, two consortiums joined forces. And a few weeks ago, they launched their first commercial proof of concept.
  • Travis Clinger, vice president of strategic partnerships at LiveRamp, spoke with eMarketer about what’s next for ID consortiums.

The Advertising ID Consortium is getting off the ground after an eventful 2018: MediaMath’s co-founder departed the organization, AppNexus vacated its board seat after getting bought by AT&T, and the consortium integrated with DigiTrust a few months after the fellow ID group was acquired by the Interactive Advertising Bureau Tech Lab. In addition, the consortium launched its first commercial proof of concept in late November.

ID consortiums have cropped up as a solution to accurately identifying audiences outside of the Google-Facebook duopoly, which is a pain point for many advertisers.

In a July 2018 survey of 408 marketing industry professionals in North America conducted by Winterberry Group and Data & Marketing Association (DMA), just one in seven respondents said that they are able to identify their audience members extremely well. Most respondents indicated that they can identify their audience fairly or somewhat well.

The study predicted that spending on identity solutions among US marketers will grow from $900 million in 2018 to $2.6 billion in 2022.

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Categories

  • Browser Cookies
  • Customer Data Platforms
  • Identity Resolution
  • In The News
  • identity resolution for retailers and big brands
    Intent IQ and HUS Digital Partner to Help Retailers Tap into First-Party Data
    December 7, 2020
  • identity resolution for CMO
    12 Ways You Should Be Leveraging and Monetizing Your 1st Party Data
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  • browser cookies crumble
    Cookies Crumble – How Brands Can Increase ROI 300% by Creating Persistent Identifiers
    October 19, 2019
  • cookie space matching
    Will the Advertising ID Consortium Solve Marketers’ Audience Identity Problems?
    August 27, 2019
  • identity resolution by husdigital.com
    Why Identity Resolution Matters to Every Marketer | TechNative
    August 8, 2019
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In The News

  • identity resolution for retailers and big brands
    Intent IQ and HUS Digital Partner to Help Retailers Tap into First-Party Data
    December 7, 2020
  • identity resolution for CMO
    12 Ways You Should Be Leveraging and Monetizing Your 1st Party Data
    January 16, 2020
  • browser cookies crumble
    Cookies Crumble – How Brands Can Increase ROI 300% by Creating Persistent Identifiers
    October 19, 2019
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