AdExchanger: Ad ID Consortium Joins Forces With DigiTrust

You know stuff is getting real when the consortiums start forming consortiums.

Over the past two years, two scaled initiatives have emerged to build a common ID that would reduce data loss, tags on page and site latency issues resulting from cookie syncing across dozens of ad tech companies.

One is Advertising ID Consortium, led by AppNexus, LiveRamp, The Trade Desk and Index Exchange with the backing of more than a dozen other ad platforms. The other is DigiTrust, a federation of twenty-odd publishers and platforms that is now overseen by the IAB Tech Lab.

Read More at AdExchanger

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