ID5

Only a small handful of identity solutions will still be standing within the next five years, according to ID5 CEO Mathieu Roche – and he intends ID5 to be one of them.

Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.

Bonbon, which officially launched on Monday – wants to reward people for their signups. The company, co-founded by two ad tech vets in July 2022, has a cross-site, single-sign-on service for the 30 publishers in its network.

Let’s make 2024 the year of data privacy as a differentiator. But let’s also make it happen way faster than the “year of mobile.” (That took, like, a decade.)

How would you describe the state of privacy in the ad tech industry? “In one word: fragmented,” says Tony Katsur, CEO of the IAB Tech Lab.

ID5 is integrating its ID graph into The Trade Desk’s Identity Alliance. And European publishers partnered with ID5 can apply EUID for logged-in traffic.

Despite their perilous position, some companies still aren’t preparing for the end of third-party cookies. But the lack of testing isn’t because they aren’t concerned.

UK-based publisher LADbible Group is testing post-cookie alternatives and building its contextual targeting capabilities. But the social-first publisher has yet to be convinced that any of these alternatives will be a truly viable replacement for the much-maligned – and yet still widely used – third-party cookie.

The Competition and Transparency in Digital Advertising Act, the American Data Privacy and Protection Act and efforts to change Google’s and Apple’s mobile advertising practices would force companies to adopt new practices and technologies to understand and act on consumer identity. Mathieu Roche, co-founder and CEO at ID5, dives into each initiative and its implications.

The emergence of large-scale data and identity resolution platforms with audience graphs across devices and households is a major step forward to helping reclaim control over reach and frequency. But there’s no single solution to the problem, writes Seraj Bharwani, chief strategy officer at AcuityAds.