While European publishers are flat out rejecting any third-party cookie alternatives that are operated outside of their control — including universal identifiers like UID 2.0, RampID and ID5 — most U.S. publishers seem to be stomaching them when they need to at the request of advertisers. Granted, the ideal situation is to get those alt ID-oriented advertisers weaned onto the publishers’ own first-party data offerings as much as possible.
A handful of frustrated U.S. publishers, however, are feeling the exhaustion of having to test each and every universal identifier on the market, or risk losing out on incremental ad revenue. Meanwhile, others feel like they lack the ability to adequately test alt IDs in the first place, citing a cumbersome process that requires more time and attention than they’re able to allocate. In that case, allowing media buyers to decide which identifiers they want to use and then jumping on the bandwagon is an appealing option.
Condé Nast is one publisher that’s only testing “the most vetted and premium” potential alternative ID solutions in the market that “its core set of advertisers” have asked to use in campaigns, according to Deb Brett, the company’s chief business officer, digital. Brett declined to share which identifiers are currently in that cohort and how many they’re testing.
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