Add MediaMath to the record of Unified ID 2.0 companions.

On Tuesday, MediaMath introduced its integration with UID2, which is an open-source business initiative, spearheaded by The Commerce Desk, that goals to interchange third-party cookies with hashed and encrypted email-based IDs.

It is sensible for MediaMath to enroll, despite the fact that The Commerce Desk is a direct competitor, mentioned Sylvain Le Borgne, MediaMath’s chief partnership officer and head of knowledge and analytics.

If prospects need to use an id answer, no matter it’s, to fulfill their marketing campaign targets, they need to be capable of do this, he mentioned. MediaMath additionally helps different id options available on the market, together with LiveRamp, ID5, Lotame, Parrable and LiveIntent.

MediaMath is planning to make use of the UID 2.0 API so its shoppers can add lists of hashed emails from their CRM methods, which MediaMath will be capable of match with UID2 IDs and make obtainable for concentrating on in its personal platform.

The mixing with UID2 permits MediaMath to behave on bid requests that include UID2 IDs and later be capable of tie them again to onboarded UID2 identifiers.

Advertisers will then be capable of goal first-party audiences which are based mostly on UID2 IDs, Le Borgne mentioned. This new id sign ought to assist deliver some stage of addressability to browsers, resembling Safari and Firefox, that at the moment don’t enable third-party cookies by default, in addition to Chrome each time Google lastly pulls the plug on third-party cookies in its browser.

However regardless of the numerous partnerships The Commerce Desk has struck over the previous few years with advert tech firms and publishers to help Unified ID 2.0, there’s a query as as to whether the initiative can obtain scale.

“We all know that scale based mostly on authenticated identifiers will probably be restricted,” Le Borgne mentioned.

Though the Unified ID identifier has been deployed on greater than 14,000 web sites, its absorption fee is just 37%, based on information from net crawler Sincera.

Absorption fee is a calculation of how typically supply-side platforms truly embody an identifier in outbound bid requests. Even when a writer deploys an ID (as in, the code is on the web page), that doesn’t imply the ID is getting ingested into the bidstream.

Along with the dimensions problem, Google has additionally mentioned it received’t enable alternate identifiers for use in its advert merchandise as soon as third-party cookies are phased out in Chrome, resembling its SSP Google Advert Supervisor.

Electronic mail-based IDs face an uphill battle.

However, truth is, Le Borgne mentioned, the way forward for id “is unlikely to be so simple as a one-size-fits-all direct substitute of the cookie.”

Advertisers and publishers will want a mix of authenticated and unauthenticated options, he mentioned, and “we anticipate to see a wide range of ID options [using] totally different information sources succeed.”