Post-Acquisition, AT&T Pulls AppNexus Participation From the Advertising ID Consortium

Meanwhile, consortium announces new measurement standard and plots Q4 launch


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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