LiveRamp has also had to prioritize GDPR and the company’s M&A review, which have demanded product resources, according to company sources. An industry nonprofit initiative that isn’t core to revenue is naturally deprioritized, especially when would-be buyers consider it a potential liability.
The consortium is still adding demand-side and supply-side vendors and is working on direct marketer and publisher connections, according to sources. But where it has lagged is in adding non-LiveRamp identity companies that could target consortium cookies to online audiences – which is why MediaMath, an original founding member, left and has not rejoined the consortium.
“Our vision for this includes multiple [cross-device] options and that’s what we’re pursuing,” said Drew Bradstock, Index Exchange’s senior VP of product and one of the leaders of the consortium service, a year ago.
But the consortium service remains unchanged since last September.
The customer ID graph Signal was approached about joining the consortium but hasn’t yet because it still doesn’t support alternatives to LiveRamp’s IdentityLink targeting solution, Doran said.
“Unfortunately, the way in which the consortium has been established it is still a pay-to-play arrangement organized by a conglomerate of larger players in the programmatic space,” said Keith Petri, chief strategy officer of the cross-device ID company Screen6, referring to revenue accrued to LiveRamp when DSPs use its IdentityLink targeting service. He said the consortium has also not fulfilled its longstanding promises of product developments to deduplicate or match its ID across devices.
With the introduction of AT&T to the governance mix, Petri said delays and political challenges to mingling data are only stacking up.