AppNexus hasn’t said it’s permanently closing the door on the consortium. The company told Adweek on Thursday it’s no longer participating because it is focused instead on the internal integration.
Still, the remaining members face the thorny problem of extracting consortium data from the AppNexus domain space and finding a new home for the ID, according to executives from five consortium participants who have worked on the product.
Furthermore, ongoing ad tech consolidation is likely to bring more disruption. For instance, LiveRamp is for sale and could be acquired by a walled garden company that would withdraw from the consortium initiative. Indeed, given the hard-to-predict M&A environment, no individual vendor would seem a sound repository for a shared, non-profit, open-web initiative.
What to do? Some parties, including previous consortium member MediaMath, have pushed to reset the product within DigiTrust, a cookie-sharing coalition acquired by the IAB Tech Lab earlier this year. The Ad ID Consortium joined forces with DigiTrust in June, so it’s already contributing to that identifier.
“The Ad ID Consortium joining as a member of DigiTrust validated what we saw last year and still see: the need for neutral governance and a basic online ID not built on proprietary tech,” said John Slocum, VP of MediaMath’s data management platform.