Thought Leadership

What’s the most practical ID solution for the programmatic industry?

December 3, 2019
By Rubicon Project

In this new video, Rubicon partners from Beeswax, Infectious Media, and Havas discuss the industry’s collaboration on Universal ID, and offer their thoughts on the most practical solutions.

Video transcript:

What do you think it the most practical ID solution for the industry?

Ari Paparo, CEO, Beeswax

With the growth of privacy regulations and the reduction of cookie coverage, identity is really important, and I think everyone’s looking at it very carefully. We’re looking at LiveRamp as an Identity Solution, we’re looking at some of the cookie consortiums, and we expect to be making announcements over the coming months.

Dan Larden, Global Strategic Partners Director, Infectious Media

As an industry we’re getting much better at coming together and fixing, and understanding what the open source solutions can be, rather than focusing on the proprietary ones.

Miguel Nieto Amesti, Head of Programmatic Engagement, Havas

(translated from Spanish)

We are working on a solution that enables us to go forward in all matters related to identity. We believe that having a deterministic audience of users is key to the profiling of audiences, and everything related to a unique ID, or a people-based ID graph, is key to the entire programmatic unit.

Dan Larden, Global Strategic Partners Director, Infectious Media

I think there’s still a lot of work to do. Although we’re one step ahead, a lot of the time, Google or Apple can suddenly, any of the browsers can, release something tomorrow which will then break what we’ve put in place to fix it. So I think it’s really up to us as a community to understand what that roadmap is, understand what the issues could be, and then make sure that we’re all working together to understand what that solution is

Ari Paparo, CEO, Beeswax

As the supply side and the demand side adopt identity solutions, we should expect better resolution of identity, which should help marketers reach their audience more effectively.

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