ID5, the independent universal ID solution specializing in digital advertising, has published The State of Digital Identity , the first industry-wide report on user identification in online advertising . Over the course of January and February 2019, ID5 surveyed more than 90 digital advertising professionals to determine awareness of the issue of user identity in programmatic advertising, understand whether increasing user identification capabilities is a priority for programmatic players, and gather insights into the awareness and adoption of unique identification solutions.
The report reveals that identity is more important than ever in digital advertising : 89% of all respondents considered digital user identification a priority for their business. Programmatic professionals acknowledge that Google, Facebook and Amazon are the only players that can effectively identify users, and 95% of respondents believe that this possibility confers a major competitive advantage in so-called “walled gardens”.
According to Mathieu Roche, co-founder and CEO of ID5, “ ID is one of the key factors that belgium phone number enable Google, Amazon and Facebook to attract the majority of programmatic budgets . According to our research, ad tech professionals and publishers are well aware of this fact and the majority of them (89 percent of all respondents) believe that the prevalence of ‘sandboxes’ represents a significant threat to their business.”
based on cookie matching are not effective. In fact, 91 percent of respondents say that the industry needs to find a better solution to identify users. The survey reveals that cookie synchronization is a cause of numerous concerns among publishers. 69 percent of them have experienced difficulties due to low match rates when adopting PMPs (private marketplaces) or “Deals.” 93 percent of brands, agencies and media owners emphasize the importance of increasing match rates with their technology partners , but lack control and visibility over the problem. 40 percent of brands and 43 percent of publishers are unaware of their match rates with their partners. Most expect them to not exceed 90 percent when in reality they are around 75 percent, according to most ad tech professionals.
Roche adds that “increasing match rates with partners plays an important role in improving identification capabilities and is currently a priority for most ad tech professionals . 93 percent of brands, agencies and media owners agree on the importance of increasing match rates with their technology partners . The good news is that the programmatic industry is making progress as the promotion and adoption of shared identification solutions continues to grow. According to our data, 85 percent of programmatic professionals support shared identity initiatives. Some industry players are earlier in implementing identification solutions, but collaboration across the industry is accelerating. Ad tech is closer to adopting new methods to identify users and share user-level information efficiently and transparently.”
You can download the report at this link .