In essence, fewer than anticipated users pulled out, advertisers didnt lose a lot of alternatives, and there hasnt been sufficient momentum for the independent environment to implement meaningful modification like welcoming universal IDs as the default option.
Whats requiring the market to reassess its approach?
We should have seen modification earlier this year after Apple revealed that IDFA– its device identifier and the foundation of the ad tech in-app ecosystem– would be an opt-in offering. The profits from iOS-based gadgets is vital for survival for lots of publishers. More notably, media buys are more costly whether they are independent or within the closed communities of Google, Facebook and Amazon.
Therefore despite the fact that the majority of realize the critical problems facing identity resolution, advertiser conversations and strategies for the post-device identifier world continue to languish as the market struggles with 2 large disconnects:
The web-first solutions that might have worked 5 years back are not fit for the in-app world. According to Comscore data, 79% of overall digital minutes last year in the United States were invested on mobile phones. And yet our industry has spent years working on identity workarounds that continue to be built for the browser-centric desktop and mobile web world with little focus on the in-app environment.
The majority of advertisers usage cases for universal IDs tend to stop at targeting the consumers. The intricacy of an in-app environment and Apples own ATT simply substances the issue– making a feasible holistic method more urgent than the majority of buyers understand.
How can we fix this mess?
Luckily, theres hope– as long as the market jointly settles on and buys three distinct areas, including:
Go where the users are. The universal ID players can move quickly to solve in-app concerns with hashed emails (HEM) as the typical currency, but theyll likewise require to resolve alternate criteria to bolt onto HEMs, since that is not the only worldview out there. For example, players have hardly ever had to visit through email address to use their phones– and you can not just dismiss this single most consequential cohort of users.
There is no single response. An irreversible universal ID is antithetical if consumer privacy is the supreme objective. We likewise cant prosper (and neither can our customers) with an abundance of temporary identity options. While we can debate the benefits of every option offered today, its some mix of several identity solutions that will provide the most favorable outcomes for both advertisers and publishers.
Attribution, measurement and targeting. We live in a world of anticipated outcomes from every media purchase– where theres a thin line in between awareness and click-to-action projects. Identity resolution efforts seem to be so much more biased to fixing for targeting alone. Its time we begin thinking about how to fix for attribution and measurement also in a lot more standardized and cohesive manner. The absence of this workable solution for universal IDs is a distinctively bad miss out on– particularly for the independent gamers.
Campaign performance measurements are frequently managed by particular environment owners without a significant way to fix up the information. To navigate this, marketers should upgrade their tech stack and reporting systems to catch unaggregated and non-standardized information that does not match across environments and geographies. This details is not going to get much better in its raw type.
Likewise, attribution data will significantly flow into the marketers systems, only it will be disaggregated and without exact time and place stamps no matter the selected universal ID. This will be hard to parse, and advertisers will need to make sense of the numerous frameworks out there, including Apples ATT, while running a lot more A/B screening than previously deemed appropriate.

As a result, we have a home market in permission management and universal IDs as marketers look for media buys within a familiar playbook. The majority of marketers usage cases for universal IDs tend to stop at targeting the customers. The universal ID gamers can move rapidly to solve in-app problems with hashed emails (HEM) as the common currency, however theyll also need to resolve alternate criteria to bolt onto HEMs, since that is not the only worldview out there. A long-term universal ID is antithetical if customer personal privacy is the supreme goal. The lack of this practical service for universal IDs is a distinctively bad miss– specifically for the independent players.

By Kunal Nagpal, SVP and GM, Publisher Platform and Exchange, InMobi
Were at completion of the beginning of online privacy reformation. Safari and Firefox browsers eliminated third-party cookies a while earlier, then Apple made iOS opt-in while Google will move next year to make GAID opt-out, to start with. Regulators internationally have actually been hectic, with CCPA, lgpd and gdpr enacted as the first of the numerous extremely substantial laws to maintain information privacy for online users.
As an outcome, we have a home industry in permission management and universal IDs as advertisers seek media buys within a familiar playbook. This hasnt truly made much of a dent in the way media purchases are carried out today. This is partially because of adoption concerns, as consumers discover it exceptionally laborious to pull out of online tracking. Its likewise attributable to an absence of urgency as Chrome, which represents more than 65% of international online surfing, keeps pressing back its due date for the deprecation of third-party cookies. In addition, more buying is focused with the bigger walled gardens as smaller sized independent gamers pull away from crucial markets after having a hard time to comply with regulative requirements.