DigiTrust, intended as a neutral, independent, nonprofit ID consortium with initially 20 tech partners on board, was only established last year. Since then, the initiative has pushed their standardized user token idea and is now gaining momentum with currently more than 40 partner companies subscribed to the initiative. Jordan Mitchell, CEO of DigiTrust, comments: “The initial platform and publisher deployments in Q3 already have us at critical mass globally, which is causing more companies to join DigiTrust and deploy as well.”
Among the DigiTrust-deploying ad tech platforms are DSP and SSP providers such as Adobe Advertising Cloud, Adzerk, Bidswitch, dataxu, Dochase, Eyereturn Marketing, Infectious Media, GumGum, Kargo, LKQD, OpenX, PubMatic, Rubicon Project, Screen6, Serverbid, Sizmek, Sonobi, Sovrn, SpotX, and Unruly. DMPs are using the DigiTrust user ID when collecting data, associating the ID to marketer’s and seller’s proprietary audiences, as well as using it as a secondary ID in bid requests.
Read full article here: DigiTrust Gains Momentum; Advertisers Find Agencies Untrustworthy
Source: ExchangeWire
Article length: 1223
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