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Programmatic Advertising Grows Up

Programmatic advertising technology has been an incredibly disruptive force on the Web for several years and stands to be even more so in the future - particularly as technology vendors start to get on the same page.

Solution providers including AppNexusLiveRamp, and MediaMath (along with several others such as Index ExchangeLiveIntentOpenX, and Rocket Fuel), for example, just announced the launch of a technology consortium to make "people-based marketing" more widely available within programmatic channels. These companies have essentially agreed to create a standard identity framework that will enable buyers and sellers of programmatic digital advertising to create more relevant campaigns and improve consumer experience. How will they do it?

The current bidding process in programmatic channels relies on proprietary identifiers such as cookies, which makes it very difficult to translate consumer identity across buyers and sellers, or across devices. Adding identity resolution to programmatic advertising, which is what the consortium hopes to accomplish, should help marketers deliver more-relevant content and ultimately enhance the consumer experience.

The identity framework pairs an encrypted version of an omnichannel, people-based identifier and a common, open cookie that resides on a shared, open domain. Each consortium member will adhere to an agreement requiring best practices with respect to privacy and security, including compliance with digital advertising industry self-regulatory code and applicable laws.

Until now, the lack of a common, omnichannel, people-based identifier has created significant challenges for marketers, including the inability to coordinate campaigns across platforms, a lack of interoperability with the mobile web, and siloing across channels. The consortium should help alleviate these issues - at least somewhat.

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