Today, we are continuing our Identity 2025 blog series with the second extract, “Universal IDs in Numbers: Insights from the Bidstream and Bid Requests”. If you missed the first recap of the M&A in AdTech session, you can catch up here.

The session featured Matt Davies, Director of Solutions Consulting at BidSwitch, and Jamie Penkethman, Head of Identity, Data, and Measurement Product Marketing at Equativ; it was moderated by ID5’s own Lisa Abousaleh, VP of Publisher & Distribution Partnerships.

The panel explored universal ID coverage in bid requests, leveraging data provided by BidSwitch and Equativ. The data showed a clear upward trend in adoption and coverage of alternative IDs, with bid requests containing no ID now down to just 30%. With a significant portion of users – between 30 to 40% – outside of Chrome, cookieless browsers like Safari and Firefox present real opportunities for advertisers and publishers alike. Our panelists showed data revealing the impact of using one or more universal IDs, with advertisers benefitting from more convenient CPM for incremental reach and publishers experiencing a 2X or even 3X jump in CPM and bid rates.

Beyond the numbers, the discussion focused on how to approach universal IDs strategically. Panellists suggested looking at IDs as a whole when developing strategies for cookieless browsers. The key is first to understand the broader ID landscape and the key applications and strengths of IDs, and then select one or more with specific goals in mind. 

Finally, the conversation veered on an important perspective: there should not be one ID “to rule them all”. The ultimate goal should be to increase addressability across all browsers and to work with alternatives that best support business and campaign objectives.

For a deeper dive into ID metrics in the Bidstream and expert insights on the adoption of universal IDs, watch the full session recording.

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