Adding identity resolution to programmatic advertising helps marketers to deliver more relevant content and enhance the consumer experience, and this consortium promises to enable precision advertising comparable to that of Google and Facebook, and does so in a privacy-conscious manner. Google advertising firms Digital , AppNexus and MediaMath have formed an adtech consortium to create a “people-based” framework for programmatic media advertising. The network will challenge LiveRamp ’s duopoly on the programmatic advertising industry by providing a standard identifier for advertisers, helping them to recognise consumers across devices and vendors. Facebook and Google currently account for 48% of all media spend on advertising.
Google advertising firms Digital , AppNexus and MediaMath have formed an adtech consortium to create a “people-based” framework for programmatic media advertising. The network will challenge LiveRamp ’s duopoly on the programmatic advertising industry by providing a standard identifier for advertisers, helping them to recognise consumers across devices and vendors. Facebook and Google currently account for 48% of all media spend on advertising.