Advertising ID Consortium Announces DigiTrust as a Third-Party Domain

To Bring Added Choice and Increased Efficiency for Open Internet Buying

The Advertising ID Consortium, the open identity solution for the digital advertising ecosystem, and the IAB Technology Laboratory (IAB Tech Lab), announced their intention to integrate the DigiTrust ID service, recently acquired by IAB Tech Lab, as one of three cookie IDs used within the Consortium’s open identity framework. The framework enables people-based marketing for clients of Consortium members that wish to leverage the benefit of the Advertising ID Consortium, and this development provides further choice in common user domain for the current and prospective publisher, buyer, and technology platform members.

Mike O'Sullivan
Mike O’Sullivan

“As the Advertising ID Consortium expands across markets, we are giving our partners flexibility of choice in their technology infrastructure,” said Mike O’Sullivan, Senior Director, Product, Index Exchange. “The addition of a third common domain through DigiTrust, a well-known and trusted coalition of key independent publishers and platforms, amplifies our scale and reach for the ultimate benefit of consumers. We’ve done a tremendous amount of education separately on the importance of reducing user sync activity, and we’re pleased to join forces for an improved digital experience.”

With this integration, the Advertising ID Consortium’s open identity solution now includes the following common domains: Open Ad-ID (, The Trade Desk’s Unified Open ID (, and the DigiTrust ID (, which facilitate easy synchronization of user IDs to improve the delivery of relevant marketing to consumers. As part of their agreements, Consortium members will prioritize the use of one of these three domains. The collective existing scale of these identifiers, combined with the amplification from its membership, ensures that, for clients of Consortium members that want to utilize the benefits provided by the Open Ad-ID, the Consortium’s people-based identity solution will offer vast scale, global reach, and meaningfully-improved consumer experiences.

Jordan Mitchell
Jordan Mitchell

“DigiTrust offers a highly-scaled identifier for IAB Tech Lab members to use with their proprietary systems in lieu of ID syncs,” said Jordan Mitchell, SVP of Membership and Operations, IAB Tech Lab. “It’s clear DigiTrust and the Advertising ID Consortium are both focused on creating a better experience for consumers, more financial support for publishers, and increased efficiency for buyers. We’re excited to see the Consortium integrate the DigiTrust ID in its efforts to improve our industry.”

Also Read: IAB Tech Lab Launches New International Digital Measurement Compliance Program

Daniel Spears
Daniel Spears

“The recent alignment of DigiTrust and the GDPR Transparency & Consent Framework under the IAB banner feels like a positive and significant step for our industry,” said Daniel Spears, Programmatic Director, Guardian News & Media. “We’re pleased to hear that the Advertising ID Consortium will now be participating in DigiTrust via the IAB Tech Lab also, creating a path to the neutral governance of identity and user preferences.”

The Advertising ID Consortium gives members the ability to select a partner aligning best with their regional and federal regulations. All participating companies are required to comply with the law, including the General Data Protection Regulation (GDPR), and all relevant self-regulations.

Recommended Read: LinkedIn Joins the Bandwagon; Offers Carousel Ads For Sponsored Content

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