11/7/2022 0 Comments Polymail vs newton![]() ![]() “A diversified cookieless activation strategy is required.” “It’s unrealistic to expect the whole web to be authenticated … not everyone will do so,” said Tom Richards, global product director at programmatic media solutions provider MiQ. To be fair, though, the average cookie match rate is only around 40% on a good day – and it’d be foolhardy to assume that authentication is a 100% solution for everyone. Even LiveRamp, which joined the UID 2.0 initiative last year and has a lot riding on the viability of its own Authenticated Traffic Solution, believes that publishers should aim for at least 30% authentication … a far cry from 80%. Pickles estimates that over time there’s no reason why 80% of internet users won’t eventually authenticate if the value exchange is properly explained and executed.īut take that with a grain of salt. The Trade Desk is optimistic that with a user-friendly SSO system and consumer education, this is more than possible. “This whole thing only works if users consent to a targeted internet by providing their email,” said Tom Kershaw, CTO of Magnite and chairman of, which recently agreed to serve as one of the independent operators of Unified ID 2.0. “Some publishers have logins today, which I think makes UID 2.0 a no-brainer, but that’s not the case for publishers that don’t have a direct relationship and that is where a lot of my attention is right now,” said Pickles, pointing to the work that Criteo and others are doing to develop a single sign-on platform to help publishers gather consent.ī ut even if every small, medium and large publisher on the internet joins UID 2.0, that doesn’t mean consumers will be willing to share their email address.ĭeveloping a systematic – and convincing way – to get people to opt in is crucial. “But for the vast majority of publishers, the ones who aren’t able to join the club, CPMs will fall.”ĭave Pickles, CTO of The Trade Desk, acknowledges that the burden on mid- and long-tail publishers “is a big deal.” “It’s a little deceptive to present this as the future of the open web versus Facebook, Google and others, because it’s mainly the big publishers that will have the ability and the right value proposition to get people to sign in, which will earn those publishers higher CPMs tied to identity resolution – and that’s great for them,” Loriot said. Jones-owned data agency fifty-five.Īlthough the purpose of UID 2.0 is to bring addressability to the open web in the absence of third-party cookies, the end result could actually be another walled garden, he said. ![]() Getting scale is a significant challenge, said Hugo Loriot, a partner at You & Mr. Without enough publishers and consumers on board, Unified ID 2.0 is a cool concept car without the gas to make it go. #Polymail vs newton codeRegardless of Google’s opinion on the matter, however, the industry soldiers on, including The Trade Desk (which spearheaded Unified ID 2.0 as an open source industry initiative), the Partnership for Responsible Addressable Media (which is currently reviewing the UID 2.0 code ) and the IAB Tech Lab (which is in the mist of hammering out the Project Rearc principles that will underpin UID 2.0).īut there are other challenges facing Unified ID 2.0, putting aside Google’s rebuke and its prediction that email identifiers “aren’t a sustainable long-term investment” due to consumer expectations for privacy and the rapidly evolving regulatory environment.įor example, can the effort scale? What happens to small and medium-sized publishers that can’t convince their visitors to authenticate? Will the central body that eventually administers the ID have too much power? Will the increasing popularity of disposable burner emails and Apple’s “Sign in with Apple” option break UID 2.0’s identity backbone?Īnd, the biggie: Will enough consumers actually consent to their email being used as an ID for ad targeting and how do you get them to do it? (Google’s own first-party products and services are an entirely different story. Google called the future of Unified ID 2.0 into question, without directly naming it, by clearly stating that it has no plans to support email-based identifiers or any mechanism that it views as mirroring the functionality of cookies.įor Google, it’s Privacy Sandbox or bust, at least when it comes to the open web. ![]()
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