Back in May, data onboarder LiveRamp announced the launch of an open digital ad consortium that would utilize a single cookie linked back to its IdentityLink ID.
the Advertising ID Consortium announced last week the addition of 16 other demand- and supply-side members, including Videology, Kargo, Adform, AerServ, Amobee, DataXu, IgnitionOne, Sizmek and Thunder.
Not only that, demand side platform (DSP) The Trade Desk said that it is making its ID compatible with the Consortium’s. In May, AppNexus and MediaMath were the other founding members of the IdentityLInk-based Consortium, but now Index Exchange has taken MediaMath’s place.
The new members, AppNexus SVP Patrick McCarthy said that they provide a “critical mass of commitment” so the Consortium can roll out its implementation in Q1.