Ad consortium based around LiveRamp’s IdentityLink boosts membership

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.

Last week, the Advertising ID Consortium announced the addition of 16 other demand- and supply-side members, including Videology, Kargo, Adform, AerServ, Amobee, DataXu, IgnitionOne, Sizmek and Thunder.

Additionally, demand side platform (DSP) The Trade Desk said it will make its ID compatible with the Consortium’s. In May, the two other founding members of the IdentityLink-based Consortium were AppNexus and MediaMath, but now Index Exchange has taken MediaMath’s place.

The new members, AppNexus SVP Patrick McCarthy told me, provide a “critical mass of commitment” so the Consortium can roll out its implementation in Q1.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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