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Jun 24, 2021
Google’s announcement on pushing back the third-party cookie deadline gives the Open Web more time to get things right
Another week, another bombshell announcement in the world of advertising identity. This time, it’s Google pushing back their ultimatum for the deprecation of third-party cookies in Chrome. Good news for most of us probably, but also a two-sided announcement. On the one hand, this news will come as a relief to publishers and platforms who […]
Mar 04, 2021
Google’s announcement on identifiers is a big opportunity for the Open Web
Google announced yesterday that its advertising stack (i.e. mainly the ad manager publisher ad server, the Open Bidding and Adex ad exchanges, and the DV360 buy-side platform) will not build, or use, next-generation user IDs created to replace third-party cookies. This does not come as a huge surprise to us. ID5’s strategy has always been […]
Jan 15, 2021
Why cohorts is a privacy detour the media industry should avoid
With the end of cookies and Mobile Advertising ID’s fast approaching, there is no shortage of discussion about ways to maintain some form of user identification. We need to figure out how data-driven advertising will work within the scope of privacy regulations and technical possibilities. Lately, this debate has revolved around two very different strategic […]
Oct 28, 2020
AW2020: ID5 moderates panel discussion on identity as part of Advertising Week 2020
“Start talking to your partners now – this is not a conversation for the future. If your technology partner is not able to clearly articulate what their strategy is for identity over the next 18-24 months, that might be cause for concern.” Chris Keenan, MediaMath. Identity is an undeniably complex issue but is nevertheless an […]
Oct 14, 2020
Hate the Player and the Game: How Big Tech Use Their Infrastructure to Stifle Competition
Owning the infrastructure behind an industry provides the opportunity to set its rules. When those who own the infrastructure also actively operate and compete in the industry, rules can be used to favour their businesses. Welcome to the world of digital advertising, where tech giants like Google and Apple own browsers (Chrome and Safari) as […]
May 15, 2020
Adoption of shared ID solution accelerates as publishers and ad tech platforms prepare for a cookie-less future
Despite the COVID-19 situation, industry efforts to solve the identity crisis are not slowing down. On the contrary, identity providers are seeing a strong increase in demand for cookie-less identification solutions, as publishers and brands use the current down times to plan their post-coronavirus strategy. This trend is visible in Prebid, where the rate of […]
Mar 19, 2020
Let’s stay connected
Dear partners and friends, I hope that you, your loved ones and your teams are in a safe and sound condition. We wanted to inform you that ID5 has taken all necessary measures to ensure that our services run uninterrupted and that our people are available to support you while working safely from the comfort […]
Jan 15, 2020
ID5’s vision for a future without 3rd party cookies
Yesterday, Google’s Chrome team announced that, by 2022, the Chrome browser will stop supporting 3rd party cookies. With this decision, Google is challenging the pillars of digital advertising that brands have embraced massively over the past 20 years, from audience qualification and targeting to frequency capping and performance attribution. Google plans to offer standardised replacement solutions […]
Dec 19, 2019
Identity 2020 – the event write up
What does the future hold for Identity? In order to answer the question, ID5 organised Identity 2020, the first industry event fully dedicated to the hottest topic in digital advertising. ID5 invited experts from publishers, technology vendors, consultancies, and brands to share their knowledge and opinions regarding strategies and solutions that can help prepare for […]
Sep 19, 2019
Whether you rely on 1st or 3rd party data, browsers’ tracking restriction will impact us all equally
Recent announcements about Safari and Firefox’ restrictions to read and write third party cookies have sparked many press articles explaining that this would signal the end of third party data and that first-party data would rule the world. Just because “data” and “cookies” can both be “First Party” or “Third Party” doesn’t mean these notions […]
May 20, 2019
Light at the end of the tunnel
Comments on the Google Chrome privacy announcement The Ad Tech industry has been holding its breath as we approached the May 7 Google I/O conference and the rumoured announcement that the Chrome browser would prevent usage of 3rd party cookies for (among other things) user tracking, profiling and targeting with ads. This dramatic route has […]
Jan 03, 2019
Open Online IDs Compete To Be Ad Tech Standards
In the past two years, we have seen a growing number of consortiums, coalitions and ad tech products that aim at standardising online IDs to improve match rates. AdExchanger took a look at the 5 online identifiers, including ID5, that are on a mission to be ad tech’s universal IDs. Read the article by James […]