ID5’s matching technology will now be available to publishers and ad tech players by integrating with Prebid.js, a move it claims will bring scale to its independent identifier plus reduce the sector’s reliance on third-party cookies.
The collective that is independent ad tech, i.e. programmatic players outside of Amazon, Facebook and Google, wants to rival the scale of walled gardens by converging around a handful of “independent” identifiers.
The theory is that if independent ad-tech vendors can pool their targeted media offerings around fewer identifiers they can rival the scale of a Facebook or Google, whose huge swaths of logged-in data help them garner more than 50% of online media revenue.
Since the early era of ad tech, media traders and their independent programmatic intermediaries have had to literally synchronize hundreds of such IDs to match advertisers to audiences.