SAN FRANCISCO — An initiative from three big ad-tech players to create a single pool of user identities is nearing technological completion and could go live from this coming Q2, according to an exec from one of the players involved.<\/p>\n
AppNexus, Index Exchange and LiveRamp created<\/a>\u00a0The Advertising ID Consortium<\/a>\u00a0last May in an effort to reach scale versus the two big giants of digital advertising. It is trying to advance two pieces of technology:<\/p>\n In this video interview with Beet.TV, AppNexus marketplace partnerships SVP Patrick McCarthy provides an update on the consortium’s roll-out.<\/p>\n The progress has been really good. We’re almost done, kind of completing the consortium set-up as a legal entity with all the right bylaws and agreements,” he says.<\/p>\n “AppNexus is very close to finishing our portion of the tech that helps power it, and Live Ramp has finished their version of the tech, so if AppNexus and Index will go live with Identity Link-enabled supply using the Open Ad ID in Q2, so that’s really exciting.<\/p>\n “Then we (will) continue to sign up platforms that would like to join the consortium and participate.\u00a0We (have) started evangelizing it to publishers and marketers. For the most part, publishers and marketers don’t have to do anything technically.”<\/p>\n Google and Facebook control 60% to 70% of US digital ad spending, according<\/a> to an analysis of several sources’ figures by Digital Content Next, the pro-publisher group campaigning against the pair’s dominance.<\/p>\n But competition is not the only reason for The Advertising ID Consortium’s creation.<\/p>\n “The effort is to really solve two problems,” McCarthy continues:<\/p>\n This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by\u00a0Alphonso<\/a>. For more videos from the series,\u00a0please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" SAN FRANCISCO — An initiative from three big ad-tech players to create a single pool of user identities is nearing technological completion and could go live from this coming Q2, according to an exec from one of the players involved. AppNexus, Index Exchange and LiveRamp created\u00a0The Advertising ID Consortium\u00a0last May in an effort to reach […]<\/p>\n","protected":false},"author":15,"featured_media":50258,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7090],"tags":[4658,7099],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50219"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=50219"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/50219\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/50258"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=50219"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=50219"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=50219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
\nOpen IdentityLink<\/strong>: a common people-based identifier provided to consortium members, for resolving identity across channels, devices, and platforms.<\/li>\n<\/ul>\n\n