Add MediaMath to the listing of Unified ID 2.0 companions.
On Tuesday, MediaMath introduced its integration with UID2, which is an open-source trade initiative, spearheaded by The Commerce Desk, that goals to exchange third-party cookies with hashed and encrypted email-based IDs.
It is smart for MediaMath to enroll, regardless that The Commerce Desk is a direct competitor, mentioned Sylvain Le Borgne, MediaMath’s chief partnership officer and head of knowledge and analytics.
If prospects wish to use an id answer, no matter it’s, to satisfy their marketing campaign targets, they need to have the ability to try this, he mentioned. MediaMath additionally helps different id options in the marketplace, together with LiveRamp, ID5, Lotame, Parrable and LiveIntent.
MediaMath is planning to make use of the UID 2.0 API so its purchasers can add lists of hashed emails from their CRM techniques, which MediaMath will have the ability to match with UID2 IDs and make obtainable for concentrating on in its personal platform.
The combination with UID2 permits MediaMath to behave on bid requests that include UID2 IDs and later have the ability to tie them again to onboarded UID2 identifiers.
Advertisers will then have the ability to goal first-party audiences which are primarily based on UID2 IDs, Le Borgne mentioned. This new id sign ought to assist convey some degree of addressability to browsers, corresponding to Safari and Firefox, that at present don’t enable third-party cookies by default, in addition to Chrome at any time when Google lastly pulls the plug on third-party cookies in its browser.
However regardless of the numerous partnerships The Commerce Desk has struck over the previous few years with advert tech corporations and publishers to help Unified ID 2.0, there’s a query as as to whether the initiative can obtain scale.
“We all know that scale primarily based on authenticated identifiers might be restricted,” Le Borgne mentioned.
Though the Unified ID identifier has been deployed on greater than 14,000 web sites, its absorption fee is just 37%, in accordance with knowledge from internet crawler Sincera.
Absorption fee is a calculation of how usually supply-side platforms really embody an identifier in outbound bid requests. Even when a writer deploys an ID (as in, the code is on the web page), that doesn’t imply the ID is getting ingested into the bidstream.
Along with the dimensions problem, Google has additionally mentioned it gained’t enable alternate identifiers for use in its advert merchandise as soon as third-party cookies are phased out in Chrome, corresponding to its SSP Google Advert Supervisor.
Electronic mail-based IDs face an uphill battle.
However, truth is, Le Borgne mentioned, the way forward for id “is unlikely to be so simple as a one-size-fits-all direct substitute of the cookie.”
Advertisers and publishers will want a mix of authenticated and unauthenticated options, he mentioned, and “we anticipate to see quite a lot of ID options [using] completely different knowledge sources succeed.”
