Xandr introduced three integrations with identification initiatives on Wednesday: Europe’s netID login consortium, LiveRamp IdentityLink and Unified ID 2.0 (natch).
The aim is to allow digital planning, concentrating on segmentation and measurement utilizing authenticated IDs through Xandr’s programmatic shopping for platform, Xandr Make investments, and thru its advert change, Xandr Monetize.
However these partnerships are additionally a part of Xandr’s bigger street map to organize itself and its writer and advert purchaser shoppers for third-party cookie-geddon.
Navigating the evolving identification panorama requires neutrality and interoperability, stated Ewa Maciukiewicz, Xandr’s senior director of product administration.
“There should be interoperable parts so we are able to allow publishers to make use of their first-party IDs and consumers to work with no matter business ID options might be most related to their enterprise, after which carry all of it collectively in our market,” Maciukiewicz stated.
Xandr’s overarching method is four-pronged: assist for writer IDs, assist for business ID options, funding in new applied sciences, resembling modeled concentrating on, and reinforcing its personal present choices, together with contextual concentrating on.
“We’re not trying to change the cookie,” Maciukiewicz stated. “We’re simply making an attempt to construct as iteratively as we are able to.”
And meaning making it as straightforward as attainable for consumers and sellers to transact in Xandr’s market, together with by way of assist for business options.
Maciukiewicz stated she expects to see the quantity and number of identifiers accessible on bid requests to extend as extra purchase and sell-side platforms combine with UID 2.0, netID and different initiatives.
“Then it comes right down to the product work we’re doing to assist resolve the a number of identifiers on bid requests, to assist publishers maximize the worth of their first-party information and to assist consumers attain the best viewers,” Maciukiewicz stated.
A method Xandr is hoping to do this work is by beefing up its present options, resembling contextual concentrating on, and making them interoperable with new applied sciences which might be within the works.
To that finish, Xandr is investing in what Maciukiewicz referred to as “information science-driven options” that assist consumers and sellers proceed to, properly, purchase and promote, with out counting on PII coming by way of bid requests.
Frequency capping is an effective instance. Frequency capping at the moment is very depending on cookies, however there are different contextual information alerts that might be used to assist stop overexposure.
“We are able to use the alerts we see on advert requests to mannequin out an acceptable frequency cap, like publishers’ info, together with area, URL and site info,” Maciukiewicz stated.
Xandr can also be persevering with its huge bets on linked TV and data-driven linear TV, each environments that had been by no means reliant on third-party cookies to start with.
“One of many issues we’re advising our shoppers to do is put money into codecs like CTV that don’t require conventional third-party identifiers to activate towards,” Maciukiewicz stated. “It’s a key precedence and development space for us and it’s solely going to continue to grow in significance.”