“We strongly believe in investing in the evolution of identity,” said Matt Barash, AdColony’s head of strategy and business development. “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.”
Just one in seven marketing industry professionals said they “are able to identify their audiences extremely well,” according to a 2018 study published by ANA. To solve this problem, brands, agencies and vendors are actively investing in identity solutions. eMarketer predicts that spending among US marketers is predicted to nearly triple in just four years, growing from $900 million in 2018 to $2.6 billion in 2022.
“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.”
Using a common ID also reduces data loss in addressable environments. Additionally, since every brand has different KPIs, advertisers have historically been challenged to find a standard unit of measurement by which to examine their campaigns. For example, a car dealership or retail store might measure by footfalls, while a movie studio is focused on ticket sales—and until recently, 1:1 tracking from a purchase link to a conversion (i.e., Fandango versus other) was difficult, which can make accurate attribution nearly impossible.
“Through this partnership, brands and agencies running campaigns with AdColony can create a more powerful attribution model,” observed Barash. “They can tie back media exposure (i.e., impressions) to both brand lift and purchase/conversion data and get transparent, independent measurement.”
AdColony also integrated LiveRamp’s IdentityLink™ technology to connect people, data and devices for an omnichannel identity framework. The IdentityLink™ technology is embedded directly into the bitstream, enabling brands and agencies to buy media against first-, second- and third-party data with greater 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.”
The Advertising ID Consortium membership and LiveRamp integration are the latest steps on AdColony’s ongoing efforts toward a better advertising ecosystem for all. In May, the company chose Pixalate as its partner in fraud prevention. AdColony made earlier moves of fraud protection, including TAG certification and full compatibility with the IAB’s Open Measurement standard.