Advertising ID Consortium Adds New Members

I can’t quite decide if this item is significant, but it’s pretty clear there won’t be much real news this week, so what the heck. The item in question is an announcement from the Advertising ID Consortium that they’ve added a bunch of new members. The Consortium provides standard identifiers for devices and for people. So in theory it could be an important way to scale programmatic advertising audiences. What’s not clear to me is how much advantage the Consortium offers over stand-alone offerings from founding Consortium members AppNexus, Index Exchange, and LiveRamp.