Precisely why MediaMath ‘unjoined’ the Ad IDENTIFICATION Consortium

About a 7 days ago, the Advertising ID Range said it is going to offer the Interactive Advertising Bureau’ s i9000 (IAB) Tech Lab’ s DigiTrust ID as one answer, in addition to its own Open Ad-ID as well as the Trade Desk’ s Unified Open up ID.

This was any sign of reconciliation from 2 of the biggest efforts to find a single way to identify online users, instead of each site dropping its own cookie plus outside services dropping third-party biscuits.

Because of the limitations upon reading a cookie that one more entity has deposited, the variety of cookies means that vendors frequently have to sync up their biscuits in order to know if they’ lso are dealing with the same person.

But the two ID efforts earlier took different approaches. The main, open solution from Advertising IDENTIFICATION Consortium is based on LiveRamp’ s IdentityLink technology and cookie, while DigiTrust — a non-profit that was obtained in April by the IAB Technology Lab — is an independent, vendor-neutral effort supporting one cookie in whose data can be shared.

When the Advertisement ID Consortium was founded last year, its founding members had been identity resolution provider LiveRamp plus ad tech providers AppNexus plus MediaMath, but MediaMath left plus was soon replaced by Catalog Exchange. This past March, MediaMath joined up with DigiTrust.

Since MediaMath has been a part of both efforts, we all checked in with VP John Slocum to get his perspective.

[Read the full article on MarTech Today.]


About The Writer

Barry Levine covers marketing technology for Third Door Mass media. Previously, he covered this room as a Senior Writer for VentureBeat, and he has written about these as well as other tech subjects for such guides as CMSWire and NewsFactor. He or she founded and led the web site/unit at PBS station Thirteen/WNET; worked well as an online Senior Producer/writer meant for Viacom; created a successful interactive video game, PLAY IT BY EAR: The very first CD Game; founded and directed an independent film showcase, CENTER DISPLAY SCREEN, based at Harvard and Mirielle. I. T.; and served more than five years as a consultant towards the M. I. T. Media Laboratory. You can find him at LinkedIn, and Twitter at xBarryLevine.

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