Demystificerende identificatoren en inzicht in hun cruciale rollen in reclame - IAB Tech Lab


IAB Tech Lab

Demystificerende identificatoren en inzicht in hun cruciale rollen in reclame

Standaard / door / 19 maart 2018 / Geen reacties

Van Dennis Buchheim en Amit Shetty

"Identiteit" is een term die veel gebruikt wordt in digitale reclame, meestal in het kader van het identificeren en targeten van consumenten. Bij het IAB Tech Lab kijken we naar identiteit in een bredere context, met betrekking tot consumenten, creatieve activa en de bedrijven die betrokken zijn bij de toeleveringsketen. Het begrijpen van elk van deze identiteiten wordt aangedreven door een verscheidenheid aan doelstellingen die we later zullen bespreken, maar in alle gevallen is het einddoel om systemen in de advertentieketen in staat te stellen entiteiten te herkennen en een aantal processen effectief te laten werken. De bijbehorende identificatiegegevens zijn de belangrijkste bouwstenen voor fraudebestrijding, verbetering van de merkveiligheid, betere consumentenervaring en ondersteuning van meting en attributie.

In deze post zullen we de verschillende identificatiegegevens in het ecosysteem, hun belang en de initiatieven die worden ondersteund door IAB Tech Lab en anderen rond deze identificatoren doornemen.

Wat zit er in een naam?

Een identifier is een middel om een ​​specifieke entiteit consequent te herkennen als onderscheidend van anderen in meerdere interacties. In databasevoorwaarden is het een "sleutel" die de opzoeking van een entiteit mogelijk maakt. Over het algemeen willen we dat ID's die door een machine kunnen worden gelezen, waarschijnlijk niet met elkaar botsen en consistent beschikbaar zijn. Een 'identiteit' daarentegen is meer dan alleen naamsbekendheid. Het wordt beschouwd als een benadering van de entiteit; een verzameling metadata die de entiteit beschrijven, die platformen in staat stelt verschillende zakelijke transacties (interesses, metingen, rechten, enz.) uit te voeren die verband houden met die entiteit.

Er zijn drie categorieën identificatiegegevens, die worden toegewezen aan de drie entiteiten waarin we geïnteresseerd zijn: consumenten, (reclame) bedrijfsmiddelen of bedrijven in de digitale reclameketen.

  1. Consumenten-ID's - Deze proberen individuele gebruikers of een groep mensen binnen een huishouden te identificeren (allemaal in het algemeen anoniem), maar kunnen uiteindelijk worden gekoppeld aan apparaten of browsers, afhankelijk van de beschikbare gegevens (zoals logins) op verschillende platforms. Voorbeelden zijn cookies, DeviceID's of IFA's (Identifier For Advertising) op mobiele / OTT (Over-The-Top video) apparaten.
  1. Asset IDs – These identify creative assets as they go through the advertising supply chain. Examples are asset IDs such as Ad-ID for ad creatives or EIDR (Entertainment Identifier Registry) for publishers’ video program content assets.
  2. Business IDs – These identify the various companies involved in the advertising supply chain. Examples include TAG (Trustworthy Accountability Group) and ads.txt (Authorized Digital Sellers).

Usage & Current Challenges

1. Consumer IDs – These are associated with individuals or households – ideally without personally identifiable information (PII) – for the purpose of understanding user behaviors and interests for targeting and personalization, assessing where/when a person saw an ad (for measurement and attribution), and applying known privacy preferences consistently across sites, apps, and devices. This allows platforms to develop insights into users’ needs and deliver a better experience by providing more relevant ads.

  1. Examples: Usernames / email addresses / cookies / IDFA (Apple’s Identifier For Advertising) / RIDA (Roku’s Identifier for Advertising)
  2. Challenges:
    1. Ensuring privacy: Even if a user opts out of interest-based tracking, there are use cases such as frequency capping that are important to the user experience, and may require a temporary/ephemeral/synthetic ID. Also, many IDs (email, cookies, etc.) inherently include PII data and so data must be processed and anonymized before being used.
    2. Avoiding data loss, too many trackers: Maintaining identity across different publishers or platforms is a challenge. The use of multiple cookies results in bad user experience and can easily result in data loss.
    3. Lack of transparency and standardization: Most third-party identity solutions rely on proprietary techniques to associate devices with individuals and households, resulting in a lack of transparency into the rigor of these processes; inconsistencies in validation metrics including coverage/match rate, precision/accuracy, and recall; and little consensus on how best to evaluate and differentiate solutions against different marketing objectives.
    4. Identity across multiple devices: Ideally companies would like to identify users across multiple devices (cell phones, laptops, OTT devices), in order to deliver better targeting and measurement. These “device graphs" are difficult to build and may be limited when devices are shared within a household or office.
  3. IAB Tech Lab initiatives:
    1. The OTT Technical Working Group is working to standardize an IFA (Identifier For Advertising) for OTT (Over-The-Top TV) devices. We expect this will significantly increase OTT ad market share by improving the addressability and measurement of corresponding inventory, and by allowing buyers to treat it similarly to other platforms/channels.
    2. The Identity Standards & Services and Data Transparency Working Groups are defining key processes used for (a) sourcing data for user-level device graphs, (b) developing confidence in associations among devices, (c) validating third-party solutions around a standardized set of quality or accuracy metrics, and (d) defining best practices for ensuring privacy compliance and communication of user consent across devices.

2. Asset IDs – These are associated with program content and advertising creatives, to make it easier to understand what was or will be shown to a consumer, ensuring that the right content is delivered to the right individual (separating ads from competitors, age appropriate etc.), and enabling accurate measurement/tracking of which creatives were displayed where and who they were presented to. Asset IDs are also important to help with brand safety by tying the ID to metadata about the creatives.

  1. Examples:– Ad-ID and EIDR. These are independent asset identity management systems that can be used across all publishers. In addition, publishers may maintain proprietary asset IDs, which at a minimum will help analysis within their platforms.
  2. Challenges:
    1. Lack of adoption of standard identifiers: The industry has not fully embraced the use of standard asset identifiers, and the use of standardized metadata.
    2. Ensuring the ID is consistently and correctly passed along as the asset moves through the supply chain (for example, ID stored in a file’s metadata -> passed in a VAST tag -> fired in a tracking beacon -> logged into a reporting database).
    3. Establishing different asset IDs when making minor content changes to creatives to support various platforms: Facebook vs. Snap or mobile vs. OTT vs. broadcast.
  3. IAB Tech Lab initiatives:
    1. The Digital Video Working Group has added the concept of a “Universal AdID" node in VAST4, which allows all video creatives to be associated with an identifier, such as Ad-ID in the United States or Clock ID in the UK.
    2. We are working with a group of industry organizations as a part of the TV Convergence Task Force to embed metadata such as asset IDs into video creatives.
    3. Our Taxonomy Working Group is working on Ad Product taxonomy and recently updated our Content Taxonomy. This taxonomy combined with the asset IDs helps with brand safety and personalization.
    4. IAB Tech Lab is working with Ad-ID to define and standardize use cases where the use of a creative ID helps streamline video ad delivery.

3. Business IDs – These identify the trusted or known publishers, advertisers, and vendors that provide content and ads to consumers, and execute a range of other functions across the supply chain. These IDs are used mainly to manage trust, reduce fraud, and improve transparency.

  1. Certification solutions:
    1. TAG-ID – The TAG (Trustworthy Accountability Group) Registry is a protected system of advertising supply chain participants that demonstrate their commitment to higher standards of transparency and disclosure to their partners. TAG-ID is a unique, global, and persistent identifier that enables one business to identify its partners across the supply chain.
    2. JICWEBS in the UK certifies processes with transparency and trust in mind.
  2. Entity validation solutions:
    1. ads.txt (Authorized Digital Sellers) – While not a typical identity system, this initiative has significantly helped clean up the ad ecosystem by allowing publishers to identify their authorized resellers. This optionally also includes the resellers’ TAG-IDs.
    2. ads.cert – Also not a typical identity solution, this will be a public/private key system used to identify publishers making a bid request. Ads.cert will be released as part of OpenRTB 3.0 (Real-Time Bidding).

What Can I Do?

  1. Understand the various IDs described and determine which ones are critical to your organization.
  2. Get TAG certified and get a TAG-ID that you can use with your partners. IAB in the U.S. is starting to require IAB members to register with TAG in an effort to reduce fraud and problematic ads and content.
  3. Bind your creative assets to Ad-IDs & EIDRs and ensure that they get tracked across the ad delivery supply chain.
  4. Understand and follow best practices around consumer privacy and data quality.
  5. Engage with us on identity initiatives:
    1. Join IAB Tech Lab working groups such as the Identity Standards Working Group or the OTT Technical working group to help define standardized identity offerings.
    2. Overweeg om lid te worden van onze recent gevormde Blockchain-werkgroep , die op zoek is naar identiteits- en vertrouwensgerelateerde oplossingen voor de advertentieketen.

OVER DE AUTEURS

 

 

 

 

Dennis Buchheim
SVP & General Manager, IAB Tech Lab

Amit Shetty
Senior Product Director, Video & Audio
amit@iabtechlab.com

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Source: iabtechlab.com