Xandr Ad Targeting Will Support Multiple Person IDs

AT&T-owned ad platform Xandr is also clinging to the personal ID lifeboat.  It just announced “agnostic interoperability” across individual-level ad targeting solutions including Unified ID 2.0, which The Trade Desk just handed to the Prebid standards group; LiveRamp’s Authenticated Identity Infrastructure; and Europe’s netID unified log-in project.  But Xandr is also hedging its bets with support for alternatives such as modeled and contextual ad buys.

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Marketers Still Expect Person-Based IDs to Replace Cookies: Lotame Survey

March 5, 2021

Yesterday’s announcement that Google wouldn’t support individual-level alternatives to cookie-based identifiers shouldn’t have been a surprise.  But this Lotame survey shows that 60% of U.S. senior decision makers still expect to target ads using multiple, interoperable ID solutions and 22% think just one will be enough.  Only 44% think that publishers’ first-party data is a good replacement for third-party cookies and fewer 35% of marketers think contextual advertising will do the trick.

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