Ad consortium based around LiveRamp’s IdentityLink boosts membership
The new Consortium provides a way for advertisers to target users via email addresses, similar to the way they can on Facebook or Google.
In May, data onboarder LiveRamp announced the launch of an open digital ad consortium that would utilize a single cookie linked back to its IdentityLink ID.
Last week, the Advertising ID Consortium announced the addition of 16 other demand- and supply-side members, including Videology, Kargo, Adform, AerServ, Amobee, DataXu, IgnitionOne, Sizmek and Thunder.
Additionally, demand side platform (DSP) The Trade Desk said it will make its ID compatible with the Consortium’s. In May, the two other founding members of the IdentityLink-based Consortium were AppNexus and MediaMath, but now Index Exchange has taken MediaMath’s place.
The new members, AppNexus SVP Patrick McCarthy told me, provide a “critical mass of commitment” so the Consortium can roll out its implementation in Q1.