AppNexus Has Quit The Industry’s Ad ID Consortium. Is This The End?

AppNexus’s new telco owner, AT&T, has withdrawn it from the Advertising ID Consortium, a shared industry cookie ID it co-founded last year along with other independent ad tech platforms. Adweek first reported the move on Thursday. Does the withdrawal spell curtains for the independent identity graph before it really got off the ground? The consortiumContinue reading »

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Will Ad Tech M&A Derail The Advertising ID Consortium?

Development of the Advertising ID Consortium, a shared cookie-based ID service for programmatic companies, has stalled as two of the key backers, AppNexus and LiveRamp, undertake protracted M&A processes. The consortium is still moving forward, according to sources with knowledge of the nonprofit group’s product development, but the already complicated politics of ‘co-opetition’ are exacerbatedContinue reading »

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Cookie Consortiums Emerge To Combat The Walled Gardens

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A number of ad tech-backed coalitions consolidating cookie pools have bubbled up this year to stave off Google, Facebook and Amazon running away with the market with their own scaled identity assets. And trends like Safari’s ITP cookie restrictions shift the advantage further toward the walled gardens with daily active users. AdExchanger looked at aContinue reading »

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