When it started last year, the Advertising ID Consortium promised to level the playing field in the digital advertising sector, amassing the support of dozens of independent ad-tech companies eager to reduce advertisers’ reliance on “the duopoly.”
The rollout saw AppNexus, Index Exchange, LiveIntent, LiveRamp and MediaMath all pledge to create a standard framework to help advertisers execute programmatic media buys using “people-based targeting” outside of the walled gardens of Facebook and Google.
But since then, one of its founding members—AppNexus—was bought for $1.6
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