Home Data Alternative IDs Hold Promise, But Lack Scale

Alternative IDs Hold Promise, But Lack Scale


Preparing for signal loss takes a lot of trial and error. And media buyers are still (yes, still) busy assessing their options, including alternative identifiers.

UID 2.0, ID5, Lotame’s Panorama ID and dozens of others are all on the list.

But buyer beware: Alt IDs are not the silver bullets buyers and sellers wish they were, said Brittany Schermerhorn, SVP of media at Publicis-owned Razorfish, at AdExchanger’s Programmatic I/O event in Las Vegas this week.

Even so, agencies have their work cut out trying to convince marketers to invest in trying alt IDs.

Putting alt IDs to the test

From a client perspective, “we’ve been burned” since previous testing hasn’t yielded the expected results, said Alan Silverberg, EVP of data and platform solutions at Publicis Collective.

Scale – or, rather, the lack of it – is one reason for the less-than-impressive test results. The more Google pushes its third-party cookie deprecation deadline, the less seriously marketers take the threat of signal loss. And it certainly doesn’t help that there are scores of alt IDs out there.

Still, a few favorites have emerged – especially UID 2.0 – although most alt IDs are still struggling to get broad advertiser and publisher adoption.

Even UID2 is far from perfect, though. It’s a promising alt ID, Silverberg said, but “I don’t think it’s where it ultimately needs to be” in terms of scale just yet. Most of the recent adoption for UID2 is happening specifically among connected TV publishers.

No wonder marketers are putting testing on the back burner.

Setting expectations


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

One tactic agencies have adopted to persuade advertisers not to give up on alt IDs is pointing out that testing happens in phases.

If testing isn’t yet yielding the performance brands expect, it’s because performance comes later, around phase two, Schermerhorn said. Alt ID testing is still in phase one.

There are “more important things we’re learning from the testing than how it’s actually performing,” she said, referring to data accuracy and match rates with first-party data.

For now, testing should focus on “connecting the pipes,” Schermerhorn said, which includes checking match rates and making sure alt IDs can actually scale down the line.

Must Read

‘Incrementality’ Is The Buzzword That Stole Prog IO

Well, that’s a wrap on Programmatic IO Las Vegas 2024! The AdExchanger editorial hopped on stage for a live recording of The Big Story to round up all the moments that made us go “a-ha” this week, including observations on commerce media, CTV and generative AI.

Paramount And Shopsense Add Programmatic Demand To Their Shoppable Ad Network

What if the new storefront is a person sitting on their couch and scrolling their phone?

Scott’s Miracle-Gro Is Seeing Green With Retail Media

It’s lawn season – and you know what that means. Scott’s Miracle-Gro commercials, of course. Except this time, spots for Scott’s will be brought to you by The Home Depot’s retail media network.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Walled Garden Platforms Are Drowning Marketers In Self-Attributed Sales

Sales are way up; ROAS is through the roof across search, social and ecommerce. At least, that’s what the ad platforms say.

Comic: Working Hard or Hardly Working?

Shadier Than Forbes? Premium Publishers Are Partnering With Content Farms To Make A Quick Programmatic Buck

The practice involves monetizing resold subdomains jammed with recycled MFA articles produced by notorious content farms.

Adalytics Claims Colossus SSP Is Misdeclaring IDs In Its Bid Requests

Colossus SSP, a DEI-focused supply-side platform owned by Direct Digital Holdings (DDH), is the subject of Adalytics’ latest report released Friday. It’s a doozy.