AdColony, the in-app marketplace, yesterday announced it has joined the Advertising ID Consortium, and integrated Liveramp’s IdentityLink.
Matt Barash, AdColony’s head of strategy, on the announcement, said that “in an industry where cookies have been deprecated and consumers rightfully demand greater privacy, solutions are required that address advertiser needs while still respecting consumer choices.”
“We believe the Advertising ID Consortium will provide reliable and effective audience identification and people-based targeting capabilities,” explained Barash. “With its proof of concept, the Advertising ID Consortium can effectively help AdColony’s partners accurately and responsibly identify relevant audiences, which has been and will continue to be a pain point for advertisers.”
The Advertising ID Consortium is an organization comprised of companies spanning the digital advertising industry providing an open identity solution for the ecosystem.
AdColony also integrated LiveRamp’s IdentityLink. According to AdColony, the IdentityLink technology is embedded directly into the bitstream, enabling advertisers to buy media against first-, second- and third-party data with precision, using people-based targeting and frequency capping.
“For mobile and connected TV, cookies simply aren’t an option, meaning DSPs are overlooking enormous chunks of ad inventory,” noted James Arra, president and chief commercial officer of LiveRamp. “Anyone buying those types of media – which are the fastest-growing areas of digital right now – should have access to an alternative source of identification and person-level targeting in a privacy-conscious way.”
This year, Amobee, Rubicon Project, MediaMath, Quora, and Marketo integrated LiveRamp’s IdentityLink. This year also, LiveRamp expanded the capabilities of IdentityLink to include Connected TVs, and acquired Faktor, an European Consent Management Platform, and Data Plus Math, a measurement company.