Add MediaMath to the checklist of Unified ID 2.0 companions.
On Tuesday, MediaMath introduced its integration with UID2, which is an open-source trade initiative, spearheaded by The Commerce Desk, that goals to switch third-party cookies with hashed and encrypted email-based IDs.
It is sensible for MediaMath to enroll, regardless that The Commerce Desk is a direct competitor, stated Sylvain Le Borgne, MediaMath’s chief partnership officer and head of information and analytics.
If clients need to use an identification resolution, no matter it’s, to satisfy their marketing campaign objectives, they need to be capable of do this, he stated. MediaMath additionally helps different identification options available on the market, together with LiveRamp, ID5, Lotame, Parrable and LiveIntent.
MediaMath is planning to make use of the UID 2.0 API so its purchasers can add lists of hashed emails from their CRM techniques, which MediaMath will be capable of match with UID2 IDs and make out there for concentrating on in its personal platform.
The mixing with UID2 permits MediaMath to behave on bid requests that comprise UID2 IDs and later be capable of tie them again to onboarded UID2 identifiers.
Advertisers will then be capable of goal first-party audiences which are primarily based on UID2 IDs, Le Borgne stated. This new identification sign ought to assist convey some degree of addressability to browsers, resembling Safari and Firefox, that at present don’t enable third-party cookies by default, in addition to Chrome at any time when Google lastly pulls the plug on third-party cookies in its browser.
However regardless of the numerous partnerships The Commerce Desk has struck over the previous few years with advert tech firms and publishers to help Unified ID 2.0, there’s a query as as to whether the initiative can obtain scale.
“We all know that scale primarily based on authenticated identifiers will likely be restricted,” Le Borgne stated.
Though the Unified ID identifier has been deployed on greater than 14,000 web sites, its absorption price is just 37%, based on knowledge from internet crawler Sincera.
Absorption price is a calculation of how usually supply-side platforms truly embody an identifier in outbound bid requests. Even when a writer deploys an ID (as in, the code is on the web page), that doesn’t imply the ID is getting ingested into the bidstream.
Along with the size problem, Google has additionally stated it received’t enable alternate identifiers for use in its advert merchandise as soon as third-party cookies are phased out in Chrome, resembling its SSP Google Advert Supervisor.
Electronic mail-based IDs face an uphill battle.
However, reality is, Le Borgne stated, the way forward for identification “is unlikely to be so simple as a one-size-fits-all direct alternative of the cookie.”
Advertisers and publishers will want a mixture of authenticated and unauthenticated options, he stated, and “we anticipate to see quite a lot of ID options [using] completely different knowledge sources succeed.”
