Is ID Bridging a Solution to Cookie Deprecation?
- Posted by ajones@id5.io
- On Aug 29, 2024
This week we’re exploring a hot topic in the adtech space: ID bridging. Mathieu sits down with Mike O’Sullivan, co-founder of Sincera to break down what ID bridging is and answer the critical question: is this a long-term solution for signal loss?
Disclaimer: This conversation was filmed prior to Google’s cookie deprecation. Although references to third-party cookie deprecation in Chrome are no longer current, the discussion remains pertinent to the industry’s path forward.
Who is Sincera? Who is Mike O’Sullivan?
Sincera is a digital advertising metadata company dedicated to providing the most accurate data in the industry. Recognizing the complexity and challenges of modern-day digital advertising, Sincera supplies ad tech companies with the essential data needed to create a more honest and effective advertising ecosystem.
Mike O’Sullivan, co-founder of Sincera, is a seasoned ad tech professional. His expertise in ad technology and market expansion has empowered the world’s largest agencies and publishers to drive growth and innovation. In 2023 Marketecture named Sincera the hottest early stage ad tech startup of the year.
What is ID bridging?
ID bridging is a process that allows publishers to reconcile fragmented user identity for bid enrichment. In turn this process make’s publishers’ cookieless inventory addressable and more valuable for buyers. This solution can also help deliver consistent, personalized experiences and facilitate more accurate targeting across multiple channels.
In this episode, Mike offers tips for how this tool can be leveraged effectively and transparently. When ID bridging complies with industry standards it can be an effective tool for publishers to keep in their arsenal. However, there can be consequences if not done properly.
But is ID bridging a comprehensive solution to third-party cookie removal or a tool best used in tandem with others?
Watch the Full Interview
To hear the full story check out the full interview where Mike explains what ID bridging is, what to look out for when leveraging bridging solutions, and long term planning for signal loss. Stay tuned for next week’s final episode to learn more about CTV!