Programmatic Identity

Vendors

Identity-based ad targeting helps brands find their target consumers while helping publishers increase revenue.

LiveRamp ATS

LiveRamp’s Authenticated Tracking Solution uses people-based identifiers tied to offline data like emails or phone numbers. ATS IDs persist across domains and are integrated into major DSPs.

Key Attributes:

  • Omnichannel identity graph
  • Leverages offline CRM data for accuracy
  • Integrated across top DSPs and SSPs

The Trade Desk UID 2.0

Trade Desk’s UID 2.0 uses probabilistic modeling to create cookieless, cloud-based identifiers that link environments and devices. UID 2.0 seamlessly integrates into Trade Desk’s platform and interoperates with other DSPs.

Key Attributes:

  • Cloud-based identity graph
  • Cookieless approach provides future-proofing
  • Interoperable across programmatic ecosystem

Yahoo ConnectID

ConnectID leverages Yahoo’s substantial logged-in user base to enable identity linking and segmentation across Yahoo properties and external platforms.

Key Attributes:

  • Leverages Yahoo logins for scale
  • Integrated across Yahoo ad platforms
  • Portable IDs connect to other DSPs

Zeotap ID+

Zeotap’s ID+ matches identities using email addresses and other first-party data, with connectivity across walled gardens and advertising channels.

Key Attributes:

  • Leverages first-party data for accuracy
  • Links identities across web, mobile, OTT
  • Onboards offline data to walled gardens

Adobe Audience ID

Audience ID integrates Adobe’s identity graph with Adobe DSP to enable activation for targeting and measurement. It uses both probabilistic and deterministic data matching.

Key Attributes:

  • Combined probabilistic + deterministic approach
  • Integrated tightly with Adobe DSP
  • Leverages Adobe’s enterprise data ecosystem

Neustar Fabrick ID

Fabrick ID is Neustar’s people-based identifier built on privacy-minded identity resolution. It is portable across Neustar’s partnerships spanning DSPs, SSPs and other platforms.

Key Attributes:

  • Portable identity graph
  • Enables connectivity across Neustar partnerships
  • Deterministic approach based on CRM data

ID5

ID5 provides an independent identity infrastructure using proprietary anonymous identifiers to maintain targeting amid privacy changes. Integrates with DSPs, SSPs and across ad tech.

Key Attributes:

  • Independent identity solution
  • Proprietary approach focused on privacy
  • Integrations span DSPs, SSPs, ad servers