ID, Please
You know what the world needs more of? Advertising IDs.
That’s why this is a great week.
Just yesterday, Taboola launched Realize ID, which CEO Adam Singolda says is “helping performance marketers capture and act on open web intent before it disappears.”
And then 51Degrees, a data services company affiliated with online ad standards advocacy organization Movement for an Open Web, released the 51Degrees Identifier, which it’s calling “51Did.”
They’re joining a crowded field.
There are third-party IDs, like LiveRamp’s RampID, The Trade Desk-backed Unified ID 2.0 and ID5, and IDs built on a company’s own first-party data, like Yahoo ConnectID, TransUnion’s TruAudience and the PayPal Ads ID, which launched in April.
And there’s always room for more because no ID has been able to establish itself as the industry standard. No vendor owns the market or mindshare.
Therein lies the rub. Advertisers want a ubiquitous coin-of-the-realm-type ID. But what they’ve got is more like credits at Dave & Buster’s-esque chain with its own currency that you can only spend on site.
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