Furthermore, ongoing ad tech consolidation is likely to bring more disruption. For instance, LiveRamp is for sale and could be acquired by a walled garden company that would withdraw from the consortium initiative. Indeed, given the hard-to-predict M&A environment, no individual vendor would seem a sound repository for a shared, non-profit, open-web initiative.
“The Ad ID Consortium joining as a member of DigiTrust validated what we saw last year and still see: the need for neutral governance and a basic online ID not built on proprietary tech,” said John Slocum, VP of MediaMath’s data management platform.
Enjoying this content?
Sign up to be an AdExchanger Member today and get unlimited access to articles like this, plus proprietary data and research, conference discounts, on-demand access to event content, and more!