Identity resolution has become a Rubik’s Cube that everyone’s trying to solve.  

At AdMonsters Publisher Forum Boston, we got a front-row seat to the latest strategies and challenges in this space, thanks to a lively session with Christine Lee, Director of Data Partnerships at Fandom, and Tamir Shub, VP of Business Development at Intent IQ.

Addressability Meets Privacy: The New Balancing Act

Let’s face it: the identity game is rigged. Publishers are caught between the rock of addressability and the hard place of privacy. Lee laid it out clearly — Fandom, the world’s largest fan platform, is navigating a minefield of fragmented regulations and inconsistent user behaviors across devices and browsers. Think of it as trying to juggle on a tightrope while the wind’s picking up speed.

“We’re dealing with different browser types — Apple’s ATT, Firefox, Chrome, Safari — and each has its own set of rules,” Lee explained. She added, “It’s like trying to juggle different user behaviors across desktop, mobile, and mobile web while keeping an eye on the privacy landscape, which is extremely fragmented, not just globally but even within the U.S.”

Whether it’s Apple’s ATT or the ever-shifting sands of state-level privacy laws, Fandom is testing identity solutions to find that sweet spot where addressability meets privacy without losing sight of either.

Fandom’s Secret Sauce: Testing, Testing, and More Testing

But, with over 100 ID solutions on the market, not all options are worth your time. As Lee pointed out, “We’ve leaned into testing a variety of ID solutions in the space, including Google initiatives, Amazon initiatives, and our partnership with Intent IQ. But it’s difficult to compare apples to apples because every vendor has a different methodology.” The real challenge is figuring out which ones move the needle.

Fandom has actively experimented with many ID solutions, but they’re not just throwing spaghetti at the wall to see what sticks. The key is to be selective — testing the ones that make the most sense for their audience and business goals.

By working with Intent IQ, Fandom saw revenue uplifts from 55% to a whopping 140% across different properties, proving that the right approach can help publishers thrive in this new identity landscape. But it’s not just about the numbers. Lee emphasized the importance of comparing these results side-by-side with traditional methods — a task easier said than done. Still, Fandom’s commitment to rigorous, strategic testing sets them apart from the pack.

Identity Graphs: The Backbone or the Achilles’ Heel?

If identity resolution is a puzzle, then identity graphs are the pieces that need to fit together perfectly. But, as Shub pointed out, not all graphs are created equal. The crux of the issue? Accuracy. Without frequent updates and a reliable truth set, you might as well be hiking with a faulty compass.

“Identity solution infrastructure is founded on its identity graph. But the accuracy is only as good as the graph and the data it uses,” Shub stated. “Without frequent updates, the data becomes irrelevant and misleading. That’s why refresh rates are critical.”

And let’s be honest: no one knows what a post-cookie world will look like. We’re all betting on a hypothesis. The regulatory landscape is murky, platform decisions are unpredictable, and consumer sentiment is a moving target. In this climate of uncertainty, it’s easy to get swept up in solutions that might not hold up under scrutiny.

There’s an urgent need for a standardized way to validate these graphs because trusting data without validation is like betting on a rigged horse race. It’s a gamble, and not one publisher can afford to lose. As Shub pointed out, “Currently, there’s no tool available that can validate data accuracy on a household level ID or person level ID.”

ID Bridging: A Savior or a Mirage?

With the deprecation of third-party cookies looming like a storm cloud, ID bridging has stepped into the spotlight. But as with any tech innovation, it comes with its share of controversy. Critics argue that ID bridging while promising, is fraught with transparency issues, potential fraud, and ever-present privacy concerns. Some in the industry see it as a Band-Aid on a bullet wound — helpful in the short term, but not the long-term solution we need.

ID Bridging is almost directly correlated to the impending demise of third-party cookies. While publishers and tech companies scramble to maintain addressability, there’s growing concern that with no universal standard, ID Bridging could create more problems than it solves. Shady practices, lack of transparency, and fragmented user data are just a few of the issues that put the buy side on edge.

Yet, this is where Intent IQ aims to stand out from the pack. Their technology is built with transparency and accuracy at its core. Beyond following the new IAB standards, the ad tech vendor sets a high bar for others to meet. By ensuring their identity graphs are refreshed every 48 hours and maintaining over 90% deterministic accuracy, they’re working to shut down skepticism and build trust on both the buy and sell sides.

The Buy-Side Perspective: Scaling the Heights with Alt IDs

While publishers are busy fine-tuning their strategies, the buy side faces another set of challenges. Shub gave us a peek into how agencies grapple with the scalability of alternative IDs. The promise is there, but the execution? Not quite hitting the mark — yet.

“Agencies report that alternative IDs didn’t generate the results they were hoping for,” Shub noted. “They’re saying the solution was promising but lacking scale. It’s not just about scale; it’s about having the expertise in identity — specifically.”

Intent IQ is working closely with agencies to overcome these hurdles, with successful campaigns already showing significant performance gains. “For example, we’ve delivered a successful campaign with Involved Media, leading to a 77% increase in leads for an education client,” Shub shared.

It’s a tough climb, but the right tools and partnerships are helping the buy side make headway.

Takeaways for Publishers: Test, Partner, and Evolve

The identity resolution space isn’t just evolving; it’s mutating at a breakneck pace. For publishers, the mantra is clear: test relentlessly, choose your partners wisely, and stay agile.

Lee’s advice? Don’t just look at the numbers—look at the whole stack, and make sure you’re not comparing apples to oranges. “Continue to test various solutions, and make sure when you measure, you’re looking at your entire stack, not just certain demand channels,” she emphasized.

And as Shub pointed out, identity solutions should work for everyone involved, creating a win-win situation for both publishers and advertisers. “Identity is sustainable as long as it works for both sides,” he concluded.

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