The Promise Universal IDs Have for Digital Advertising

Rob Beeleramp160 How are cookies used by digital marketersGarrett McGrathamp160 Cookies can be used as a representation or record of a person visiting a website at a particular time using a particular browser etcamp160 Based on the site that a person visits cookies can loosely become a proxy for intent desireamp160or interest amp160Beeleramp160 Where do cookies fall shortMcGrathamp160 Cookies are by definition domain basedamp160 A cookie from one domain means nothing to another cookie set in a different domainamp160 So in order to transfer the concept of identity from one webbased entity to another we engage in what is called a cookie syncamp160 In order for a supplyside platform SSP and the various connected demandside platforms DSPs to have a common understanding of a cookie set on a particular publisher39s domain they have to synchronize or share the representation of this quotidentityquot between the various platformsamp160 They have this sort of handshake where they build a match table between the two sets of cookies so that in future ad requests the matched user is sent to the DSPamp160 This enables them to refer to their own internal record of that cookie how they value that user what a bid for this impression opportunity should beamp160and so onBeeleramp160 What is the Advertising ID ConsortiumMcGrathamp160amp160The goal of the consortium is to get a meaningful number of arbiters of programmatic advertising the SSPs DSPsamp160and exchanges to agree to use one or a few namespaces or cookie poolsamp160 In some ways that would act as a universal IDamp160 The hope is this would make a significant amount of cookie synchronization unnecessary because we39d all be using cookies set in a common domain amp160This is really an attempt to make webbased cookiedependent requests act more like inappdevice IDbased requests where the ID is the ID and no synchronization is requiredIn the future as we get more and more off the page and more and more devicebased andor servertoserver based the concept of identity will very likely evolve amp160This will start to involve the modeling of data with machine learning something we39re already thinking aboutamp160 We39re already thinking about a world where the models that we39re using today even based on device IDs pivots to something different amp160We take privacy and transparency very seriously so those concepts will be north stars as we consider our future product plansBeeleramp160 What39s the benefit to marketers and to consumersMcGrathamp160 Cookie syncing is a wasteful and inefficient practice for all involvedamp160 For marketers it would result in increased fidelity of identity resulting in a better understanding of consumersamp160 For consumers they won39t have to wait for pages to load because synchronization is happeningamp160 The volume of cookie syncing impacts user experienceBeeleramp160 How does header bidding make cookie syncing easier or more difficultMcGrathamp160 Before header bidding publishers would place SSP tags on a page and they would have access to the domain and set a cookieamp160 It was pretty straightforward amp160With header bidding and especially serverside transactions those tags are not on the page until the end of the transaction if you get there at allamp160 The impact of this is the frequency with which an ad tech vendor is on the page and therefore able to set or synchronize a cookie is greatly diminishedBeeleramp160 Is the idea to have only one universal IDMcGrathamp160 No one is under the illusion that we can have just one common ID across the web for advertisingamp160 Currently there are hundreds or maybe thousands of systems and therefore millions of IDs that have to be synced upamp160 While we39re still in this webbased world if we could simply sync less perhaps three or four IDs amp160it would be a massive improvementBeeleramp160 Is the universal ID concept a response to platforms such as Google and FacebookMcGrathamp160 Google Facebookamp160and others have an inherent advantage because they have firstparty data amp160If parties outside these walled gardens have a more common constantamp160and transferrable sense of identity then that39s better for publishers and marketersamp160 The commonality of your identity across different websites goes upamp160 The fidelity goes upamp160 The success of advertising and the potential for the industry to deliver consumers advertising that they actually care about improves as wellThe Rubicon Project attitude toward this whole issue is that we39ll support any universal ID system that we think has merit and is worth pursuingamp160 Our mission is to be the No 1amp160independent ad exchange which means we talk to as many different sources of supply and demand as we canamp160 The whole world is clearly moving toward a header bidding modelamp160and also toward serverside interactions amp160That makes cookie syncing even more difficult or impossible in certain circumstancesamp160 So at least for the web let39s stop the madness and have an ID system or a couple systems that we all agree onClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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The Promise Universal IDs Have for Digital Advertising

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The Promise Universal IDs Have for Digital Advertising

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