Why does the ad tech industry require a Consortium?

The Advertising ID Consortium, Inc. was created to enable buyers and sellers of programmatic advertising an opportunity to leverage a two-part identity framework of common cookies and people-based identifiers to create more relevant campaigns and improve user experiences. This initiative is broadly supported by the industry as evidenced by over 30 platforms and technology providers having signed term sheets to join.

The Consortium is an open and independent entity governed by a nine-person Board of Directors, selected by its membership. The mission is to democratize identity for the advertising industry.

Who owns the consortium?

The Consortium is an independent entity governed by a nine-person Board of Directors. They have appointed the first directors to join the board:

  • Andrew Casale, Index Exchange - Chairman

  • Bill Simmons, dataxu

  • Dave Pickles, The Trade Desk

  • Dave Yaffe, LiveRamp

  • Mike O’Sullivan, Index Exchange

  • Travis Clinger, LiveRamp

How is the Consortium governed?

The Board of Directors will meet on a regular cadence and will make all decisions for the Consortium. The Board of Directors will also appoint a Managing Director to manage the operational day to day needs of the Consortium. The Managing Director will be an employee of a different founding member company each year. That is, the position rotates among the founding members and is not a permanent appointment.

Who can join?

The Consortium is open to a variety of participants in the ecosystem. Platforms and publishers can participate as technical members and take advantage of the available services through the Consortium. Brands and agencies can join the Consortium as associate members and have the ability to join monthly member calls and quarterly in person meetings.

All interested parties can join via a membership agreement with the Consortium. Once a membership agreement is completed and approved by the Board of Directors, the member will be invited to the monthly member calls and in-person meetings.

Submit a request form to learn more.