• Five Reasons for Publishers to Support the DigiTrust Standardized ID

    The DigiTrust technology solution creates an anonymous user token, designed to be propagated by and between its members in lieu of billions of proprietary tokens and trackers on Web pages daily. Here are five great reasons to join DigiTrust and support a standardized user token:

    1. More revenue – audience drives advertiser spend and publisher yield. When your audience is not recognized, you lose revenue. The data shows that half of your impressions don’t hold cookies, which means those audiences aren’t recognized and you make 50-75% less CPM. DigiTrust gets you as close as possible to 100% audience recognition, especially on mobile, making you more money.
    2. Better user experience – your pages are loaded today with third party trackers that slow down your user experience. The data shows that 75% of them pertain to ID syncs, which DigiTrust eliminates the need for. Help us eliminate ID syncs and your audience will appreciate faster loading pages and a better user experience.
    3. Level the playing field with the Duopoly
      – Google and Facebook recognize close to 100% of audiences, while everyone else you work with suffer from 50% data loss — reducing advertising scale and publisher yield. A standardized ID with nearly 100% audience recognition is a critical step to shifting spend away from the duopoly back to independent publishers, and is complementary to header bidding and an open RTB/programmatic ecosystem.
    4. Alleviated regulatory pressure / risk – those of us doing business in Europe understand the potentially adverse impact of GDPR and the E-Privacy Regulation proposal, including severe degradation of third party cookie support. DigiTrust as a solution continues to earn strong support from leading policy advisers within publishers, agencies and trade associations.
    5. Non-profit consortium, with no cost! – all of the benefits above within a model that benefits no company or category disproportionately. DigiTrust cannot be acquired by “Big Company, Inc.” and the tech platforms cover the cost so that platform licensees (publishers and advertisers) don’t have to.