Programmatic players AppNexus, MediaMath, Index Exchange and OpenX have united for a new consortium to challenge the Google and Facebook ‘duopoly’ dominating digital media.
Citing the statistic that 48 cents of every digital ad dollar goes to Facebook and Google, the consortium promises to make “people-based marketing” available on its programmatic channels, in a “privacy-conscious” way.
It argues that marketers have suffered from the lack of availability of a “common, omnichannel, people-based identifier”.
By adhering to a “strict” agreement, members will enjoy access to an identity framework built from pairing an encrypted version of an omnichannel, people-based identifier and a common, open cookie that resides on a shared, open domain.
The alliance will also include LiveIntent and Rocket Fuel.
In a joint statement, the ad tech companies say the introduction of “identity resolution” capability will end programmatic advertisers’ reliance on proprietary identifiers like cookies that “cannot translate” across both buy- and sell-side, and improve the relevance of ad content.
“Today, 48% of all digital advertising dollars accrue to just two companies – Facebook and Google. “That dynamic has placed considerable strain on the open internet companies that generate great journalism, film, music, social networking, and information,” Brian O’Kelley, chief executive of AppNexus.
“This consortium enables precision advertising comparable to that of Google and Facebook, and does so in a privacy-conscious manner. That means better outcomes for marketers, greater monetisation for publishers, and more engaging content for consumers.”
Travis May, president and general manager of LiveRamp, added: “There’s huge demand for leveraging a deterministic, omnichannel identifier in the bidstream, as marketers want to improve their interactions with consumers by linking data from customer files and offline channels – such as in-store purchases – to media exposure in programmatic channels.
“The creation of this consortium will accelerate the delivery of this value to marketers and their partners in the digital media ecosystem.”