Prebid's new ID provides publishers much-needed management over their information
Prebid and Epsilon are working together to introduce SharedID, an ID product that will replace dwindling third-party cookies, but which aims to put control in the hands of publishers.
The identifier combines Epsilon's PubCommon ID, which is based on the publisher's first-party data, with the sharedid.org ID, which is based on third-party cookies. While SharedID is still partly based on third-party cookies, it acts as a starting point for testing and developing an identity solution that gives publishers more control as the industry as a whole has other initiatives and products like Google's Privacy Sandbox and The Trade Desk's Unified rated ID 2.0.
Tom Kershaw, chairman of Prebid and chief technology officer of Magnite, said creating features that continue to support third-party cookies will allow publishers to manage the transition to first-party data offerings when web trackers dwindle.
"The main goal is to move segment creation from the DSP to the SSP, where publishers can securely interact with each other without putting that ID on a device diagram," said Kershaw.
SharedID, open source, is designed to complement other identity products by addressing cases where personal information such as an email address or phone number is not available, when a user does not log into a website or when a publisher does not want them Passing on login information to the buyer side.
Many ID products rely on user information gathered by publishers, which is then obfuscated and given to buyers. For example, The Trade Desk's Unified ID 2.0, one of the most notable post-third party cookie IDs, is based on email addresses and offers publishers a login product that can be used to collect this data.
However, the vast majority of internet users do not log into every website they visit. Around 5% of the open web is authenticated, according to Permutive, a publisher-oriented data management platform.
Using SharedID as a common identifier among members of Prebid was intended to reduce the need for cookie synchronization and create common audience segments for buyers. In addition, publishers can choose which entities, such as a DSP, receive their ID and can carry out transactions.
"There can be a single ID that at least creates better consistency across websites," said Paul Bannister, CafeMedia's chief strategy officer, adding that reducing the number of cookie syncs also helps web pages load faster will.
Stephanie Layser, vice president of advertising technology at News Corp., said SharedID is a foundation for building a better version of the current digital supply chain.
"I think right now there is a lot of focus on rebuilding the ecosystem that already exists, and not much focus on creating a better, safer ecosystem for users," she said.
Publishers have long drawn attention to the practice of Ad Tech of taking their data from the bidstream and using it without their consent or their profit. They also have the idea of having an independent governing body to ensure that such behavior does not occur with Unified ID 2.0, another open source initiative.
Bannister says a certain amount of publisher data shared can help marketers scale their purchases. The collection and dissemination of publisher data has devalued the media owner's inventory.
"Publishers say in the future world we want more control over how that data is used, where it is used, what it is used for, how often it is used and how the collective we are compensated for," said he
Other companies that have announced their support for SharedID include Business Insider, Publishers Clearing House, MediaMath, Adform, and Zeta Global.