THE ADVERTISING ID
CONSORTIUM

An open identity solution for the ad-tech ecosystem

The Advertising ID Consortium Announces New Member Companies and Support from The Trade Desk to Create the Largest Identity Collaboration on the Open Internet


The Advertising ID Consortium provides an open identity solution that provides privacy-conscious, people-based interoperability for the advertising ecosystem.

Why a Consortium Focused on Identity?

The Problem

Companies in programmatic rely on their own cookies or device advertising IDs to anonymously identify audiences.

  • The result is consumers being given many identifiers leading to fragmentation and data loss. 
  • This leads to decreased understanding of consumers, less effective targeting, frequency management, optimization, attribution, and a poor consumer experience.

These issues affect every company in the ecosystem

The Solution

The Advertising ID Consortium takes a collaborative approach to solving these issues by providing:

  • An open and standardized pool for cookie and device IDs.
  • The availability of people-based identifiers.
  • An omnichannel identity framework that adheres to privacy, security, and compliance requirements, industry standards, and best practices.

Supported by

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  • Advertising ID Consortium Governance
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Consortium Technologies

The Consortium founders have developed the initial technologies that will be deployed for members.

  • Open Ad ID - will be used by Consortium members as the standard for single­ device cookie identification.
  • Open IdentityLink - The initial people-based identifier to be available within the Open Ad ID.

To learn more, please submit this form.

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