Why MediaMath ‘unjoined’ the Ad ID Consortium
And instead joined the IAB Tech Lab’s DigiTrust, now allied with the Consortium.
About a week ago, the Advertising ID Consortium said it will offer the Interactive Advertising Bureau’s (IAB) Tech Lab’s DigiTrust ID as one solution, in addition to its own Open Ad-ID and The Trade Desk’s Unified Open ID.
This was a possible sign of reconciliation from two of the biggest efforts to find a unified way to identify online users, instead of every site dropping its own cookie and outside services dropping third-party cookies.
Because of the limitations on reading a cookie that another entity has deposited, the plethora of cookies means that vendors often have to sync up their cookies in order to know if they’re dealing with the same person.
But the two ID efforts previously took different approaches. The central, open solution from Advertising ID Consortium is based on LiveRamp’s IdentityLink technology and cookie, while DigiTrust — a non-profit that was acquired in April by the IAB Tech Lab — is an independent, vendor-neutral effort supporting one cookie whose data can be shared.
When the Ad ID Consortium was founded last year, its founding members were identity resolution provider LiveRamp and ad tech providers AppNexus and MediaMath, but MediaMath left and was soon replaced by Index Exchange. This past March, MediaMath joined DigiTrust.
Since MediaMath has been a part of both efforts, we checked in with VP John Slocum to get his perspective.