• DigiTrust Consortium Hits Critical Mass with 14 Top Publishers and 29 Technology Platforms Deploying

    – Programmatic ecosystem establishes neutral user ID standard to eliminate “web trackers” and improve consumer experience.
    – Standardized user ID offers better audience recognition, scale and yield.

    As the interactive media market has thrived in recent years, driven by programmatic buying and selling, the use of cookies for audience recognition on the Web has exploded — increasingly burdening consumers with slower experiences and causing massive inefficiencies within the digital supply chain. Unlike the mobile app ecosystem where all parties are provided the same user ID automatically (IDFA or AAID), every company within the web ecosystem (mobile, tablet and desktop) creates their own cookie-based user token which must be synced with every partner using a process known as “pixel syncing”. As a condition to programmatic, today’s premium publishers therefore face up to 100 or more pixel syncs per page, which has slowed down the consumer experience and caused cookies to be deleted more frequently — negatively affecting revenue.

    Incubated quietly in 2016 with initial funding from 20 leading programmatic technology partners, DigiTrust has emerged as the only truly open, neutral, independent, non profit ID consortium offering all parties a standardized user token at scale. The standardized user token will reduce the number of third party requests that take place on Web pages today (from pixel syncs), improving the consumer Web experience while reducing unnecessary friction in the programmatic supply chain connecting buyers and sellers.

    “The initial platform and publisher deployments in Q3 already have us at critical mass globally,” said Jordan Mitchell, CEO of DigiTrust, “which is causing more companies to join DigiTrust and deploy as well.”

    “With all of us agreeing to use the same user token, we eliminate the need for pixel syncing between platforms,” said John Potter, CTO of Purch. “This will improve our user experience dramatically by removing dozens of unnecessary third-party requests from every page.”

    Boris Musykantskii, CEO of IPONWEB, parent company of BidSwitch explains, “Cookies simply weren’t designed for many companies to work together to deliver personalized digital content and advertising over the Web to consumers on many different devices. We’ve always needed a standardized ID.”

    14 online publishing organizations, representing hundreds of web properties that have a combined reach of >80% of US audiences, have joined DigiTrust and are at various stages of deployment alongside leading buy-side and sell-side platforms. Those publishers include: CBS Interactive, Univision / Gizmodo Media Group, Nexstar Media Group, Purch, Hometalk, Topix, Spil Games, Encyclopaedia Britannica, Barons Media, and Snopes.com.

    “We are excited to support this standard by deploying DigiTrust across our audience globally,” said Jason White, GM at CBS Interactive. “In Q1 2018 we will ask the platforms we work with to remove their ID sync pixels.”

    “Pixel syncs represent roughly 75% of the third party requests today, resulting in slower page loads and wasted bandwidth, especially on mobile,” said Chris Tolles, CEO of Topix. “We see support of Digitrust as a simple and necessary step for improving the Web experience not just for visitors to Topix slideshows, quizzes and other content but for everyone.”

    “Fusion Media Group is supportive of industry-wide efforts that offer more transparency and effectiveness to our advertising partners.” said Eyal Ebel, Senior Vice President, Programmatic Revenue at Univision and Fusion Media Group. “Premium publishers should endeavour to rid the marketplace of malfeasance, and DigiTrust is one initiative that brings real publishers and real advertisers closer together.”

    “All of us in the industry suffer from poor audience recognition and ‘match rates’ due to third party cookies and pixel sync requirements,” said Anthony Katsur, SVP Digital Strategy at Nexstar Media Group. “With one standardized ID, match rates can be 100% for everyone.”

    “Fewer third party requests from publisher pages translates to less potential leakage of valuable audience data,” adds Jordan from DigiTrust. “DigiTrust allows premium publishers to take back control over their user experience and audience data.”

    Member publishers who deploy the DigiTrust solution and expect to realize numerous benefits, including:

    • Increasing the percentage of recognized visitors to their sites;
    • Increasing the CPM on a large portion of their traffic, especially on the mobile web;
    • Speeding up page load times and improving the consumer experience on their sites; and
    • Decreasing the number of third parties accessing their pages.

    Joining the publishers in deployment are 29 leading buy-side and sell-side technology platforms including: Adobe Advertising Cloud, Adzerk, Bidswitch, dataxu, Dochase, Eyereturn Marketing, Infectious Media, GumGum, Kargo, LKQD, OpenX, PubMatic, Rubicon Project, Screen6, Serverbid, Sizmek, Sonobi, Sovrn, SpotX and Unruly.

    The DigiTrust user token is being used by DMPs at the point of data collection, associating the ID to marketer’s and seller’s proprietary audiences. It is also being sent as a secondary ID in every bid request, so that buyers may bid accordingly across greater scale of recognized audiences.

    “Google, Facebook and other walled gardens enjoy a first-party relationship with internet users which enables frictionless delivery of addressable advertising within their footprints. Collaborating with a shared ID promises to deliver that same capability to the independent publisher,” said Mike Shehan, CEO at SpotX.

    “At OpenX, we are committed to supporting industry efforts that advance the growth of a high quality, well-lit and transparent advertising marketplace,” said John Murphy, VP of Marketplace Quality at OpenX. “DigiTrust’s effort to standardize IDs that enable a uniform approach to consumer engagement produces a triple win. It enables more precise audience recognition leading to higher yield for publishers, greater scale for buyers and a better experience for consumers.”

    “Pixel syncs are a drain on our resources, and negatively affect the user experience,” said Ken Weiner, CTO of GumGum. “We look forward to ID standardization and its impact on programmatic efficiency.”

    “For audience buying to work, a huge amount of technical infrastructure is used to match cookies across different partners,” said Daniel de Sybel, CTO of Infectious Media. “By centralising with one ID, DigiTrust can dispense with this complex process. Increasing efficiency and reach, whilst improving the experience of the end user.”

    “Identity is too important to be owned by any one company or category, buy-side or sell-side” said Ryan Polley, Chief Product Officer at Kargo. “We support DigiTrust because it’s a neutral and non profit entity, benefitting the industry as a whole.”

    “We’re excited to partner with DigiTrust to help create a higher level of transparency and collaboration. The industry is in need of standardisation and the DigiTrust Consortium’s efforts will benefit the entire ecosystem,” said Cat Jones, Global SVP, Data at Unruly.

    “Server to server header bidding exacerbates the issues of pixel syncs and match rates,” adds Jordan from DigiTrust. “DigiTrust is critical to the next wave of innovation improving audience scale, publisher yield and consumer experience.”


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