In order to improve the matching of cookie identifiers, the efforts made by the consortium of advertising identifiers and the DigiTrust [19459003duTechLabduBureaudelapublicitéinteractive(IAB)]] have attracted a lot of attention.
But a Major Demand Side Platform (DSP) The Trade Desk points out that its emerging unified identity is a third distinct initiative, even though the company belongs to both the Consortium and DigiTrust's efforts .
Two or three solutions at least. "This is not competitive," said Tim Sims, senior vice president of trade relations at Trade Desk. The main goal, he added, is to reduce the hundreds of companies specializing in advertising technologies that have to match cookie IDs to hundreds of other, two or three different solutions. 39, unique identification.
The trade desk solution is likely to grow. sure. In December, for example, Index Exchange (SSP), the supply-side platform, said it was the first shared services provider to share the results of The Trade Desk's solution, citing matching rates. 99%. TripleLift, which claims to be the largest comScore-listed native ad services provider, announced Thursday that it has integrated Trade Desk's unified identification solution.
The poor are at the base of these three initiatives. accuracy rate of cookie identifier match between the ecosystem actors of ads.
Cookie matching problem. Currently, virtually all advertising information companies place a cookie in a user's browser at different stages of their web browsing, but there is a problem: a domain can not read a cookie filed by another domain. This means that if www.thetradedesk.com deletes a cookie, it can not be read by any other company with its own domain.
But the ad buyers, the inventory sellers, the data providers and others want to recognize the content. the same user in different contexts, so you can target ads, limit the frequency of posting the same ad and better understand its behavior.
It is there that currently intervenes the massive and ineffective correspondence of cookie identifiers. .
It is common for an SSP to request a DSP to bid for a given web page, passing the SSP identifier in its cookie in the offer request.
The DSP then abandons its own cookie in that user's browser, with its own user ID, and matches its user ID with that of the SSP. The same deletion of cookies with identifiers and ID matching is done when the DSP calls a data management platform (DMP) for data targeting, which also deletes its own cookie with its own user ID.
 The same cookie ID. In addition to being a massive twinning effort, this process is extremely inaccurate. Correspondence rates greater than 60% are considered correct, which means that a large percentage of user IDs remain unsynchronized and therefore not related to another cookie-based history.
The Consortium, DigiTrust and Trade Desk efforts are all motivated by the desire to bring these matching rates close to 100%.
While a consistent cookie ID could be beneficial for brands, as they could get closer to the persistent user identity enjoyed by walled gardens like In the login of Facebook, the Sims of Trade Desk pointed out that the main factor was the improvement of the correspondence rates and "less about the need for identity of an identifier".
In the unified identifier version of The Trade Desk, other advertising technology companies would have access to the Trade Desk user ID that it uses in its cookie , then write the same ID for its cookies.
This ID can be obtained via access to user IDs in the trade desk domain or by retrieving it from the wr header on web pages of a project partner, the Exchange Exchange announcement. This prevents a cookie depositor from reading the cookie filed by another domain.
Still many cookies. However, this does not solve the problem of the number of cookies – that some users do not like and which are transient – but this could also solve the problem of matching cookie IDs. Each company deletes and reads its own cookie, but each uses the same Trade Desk ID for a given user. Rather than a matching system of cookie identifiers, the Trade Desk solution – like the other two – offers some sort of central credential delivery service.
Compared to similar single-identifier solutions offered by the Consortium and DigiTrust, Sims said, The Trade Desk already has a huge footprint in the digital advertising industry. In addition, he noted, the Consortium differs in that it also provides additional correspondence to LiveRamp IdentityLink's cross-device, offline / online identity identity. And, he noted, the DigiTrust solution requires a monthly subscription for the platforms, while the Trade Desk solution is free.
However, like DigiTrust, Trade Desk's cookie identification solution focuses solely on web browsing. Sims said his company could "potentially" grow at some point on the mobile web and apps, where cookies are problematic but where mobile device IDs are found.
Why do you care? "The real problem [for a marketer] is that" I spend a tremendous amount of time and effort understanding my clients, "said Sims," Part of that time and effort could be reduced and the accuracy increased. if each participant of the advertising technology used the same identifier in his cookie for a given user.
As a major DSP, the Trade Desk can implement a unified identifier, avoiding the organizational imperatives inherent to the Consortium and initiatives IAB Tech Lab / DigiTrust
In any case, it remains to be seen if one or more of these objectives These efforts increase the effectiveness of cookies or simply add an additional layer of complexity to an already complex digital advertising infrastructure
This story was first published on MarTech Today For more information on marketing technology, click here.
About the Author
Barry Levine covers the marketing technology of Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and directed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.