We are seeking to create an industry consortium among online advertising companies to assist all in continuing the ability to retarget users with ads even with the decline of the prevalance of 3rd party cookies.
Statistical Ids are one way that can help to address the issues faced by the industry, but it can only work if there is a common mechanism whereby all players in the industry determine Statistical IDs
The goal of this project is to create an Open Source, publically available library that provides a standardized mechanism for generating a statistical id which we will call an Open Profile Id.
This Open Profile Id will be shared across publishers, Supply Side Platforms, Exchanges, Demand Side Platforms, Advertising Agencies and Advertisers themselves.
The ability for all parties to use statistical ID in the RTB stream to reattach users to their profiles after clearing cookies. This alone will drive up publisher CPMs, and make opt-out more persistent.
Insulation from the whims of the activist browser providers. No matter what they do, we can still bid.
Ease of implementation
Also works with 3rd party data providers, who can pass data to DSPs and SSPs with the same ID convention.
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