{"id":21357,"date":"2024-07-15T20:20:44","date_gmt":"2024-07-15T20:20:44","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21357"},"modified":"2024-07-15T20:20:45","modified_gmt":"2024-07-15T20:20:45","slug":"online-tracker-id5-gets-into-the-streaming-game","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21357","title":{"rendered":"Online tracker ID5 gets into the streaming game"},"content":{"rendered":"

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A potential solution to tracking and measuring users on the open web is coming for the small screen.<\/p>\n

ID5, an alternative ID tool that provides publishers and marketers with a way to track users without the use of cookies, is pitching itself to streamers, broadcasters, and CTV platforms, CEO Mathieu Roche told Marketing Brew. The company, Roche said, is holding conversations with device makers like Samsung, LG, and Roku, channel providers like DirecTV, and media giants like Warner Bros. Discovery and Paramount.<\/p>\n

The move, which comes after the company raised $20 million in April, is ID5\u2019s biggest push into the fragmented CTV ecosystem, and comes as interest in alternative IDs continues to grow.<\/p>\n

ID5 is currently one of the largest on the open web, deployed across nearly 86,300 websites, according to the ad tech analytics platform Sincera. It touts integrations with ad-tech companies like Magnite and The Trade Desk, as well as with publishers like CNN, News Corp, and Discovery. ID5, which was founded in 2017, claims that its ID is present in almost half of all online ad transactions.<\/p>\n

Roche said ID5\u2019s scale and its current partnerships will help it make inroads in the streaming business.<\/p>\n

\u201cWe know how to solve the problem on the web. We have a massive footprint,\u201d he said. \u201cThe next kind of area where we want to innovate\u2026is really TV, because TV is facing some of the same problems that the web has been facing.\u201d<\/p>\n

Identity crisis:<\/strong> Advertisers have turned to alt-IDs in lieu of third-party cookies, which Google has said it plans to phase out of its Chrome browser by 2025. In the streaming space, though, there aren\u2019t cookies, and advertisers instead rely on a \u201chodgepodge\u201d of identity and measurement solutions from platforms and vendors alike, Roche said. Hardware companies like Roku and Samsung have their own advertising IDs, as do measurement firms like Nielsen and VideoAmp.<\/p>\n

As streaming continues to grow, ad-tech companies like The Trade Desk and Yahoo are also pitching their services to streamers. ID5 expects to play the same role, pitching itself as a currency that can measure the effectiveness of an advertisement, like whether a viewer made a purchase from another device after seeing an ad on their TV.<\/p>\n

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\u201cWe\u2019re not a broadcaster, we\u2019re not a buying platform, we\u2019re not a data provider,\u201d Roche said. \u201cWe\u2019re an easy infrastructure for everybody to agree on.\u201d<\/p>\n

The CTV ecosystem is trending toward less fragmentation, according to a May <\/strong>report from ad-tech consultancy Jounce Media. As more streamers make their inventory available programmatically via ad-supported FAST channels, CTV is \u201cfollowing a web-like trajectory\u201c toward nonexclusive ad tech partnerships, Jounce Media found. According to the report:<\/p>\n