## The Great ID Face-Off: Paramount Says “Enough” To Publisher-Built Solutions
Remember the Wild West? No sheriff, everyone for themselves? That’s the current state of the digital ad ID landscape. Publishers, increasingly wary of walled gardens and cookie crumbles, are scrambling to build their own solutions. But a top exec from a media giant says enough is enough. Paramount’s advertising chief is throwing down the gauntlet, urging publishers to abandon their DIY approach and embrace a unified, industry-wide standard.
Paramount CEO’s Call to Action: A More Collaborative Future for Ad Identities
John Halley, the president of advertising at Paramount, emphasized the importance of a collaborative approach in the advertising industry during The Trade Desk’s FWD25 event in New York on February 27. Halley encouraged publishers to adopt a more flexible approach in integrating with media buyers’ preferred identity solutions, marking a significant shift in the industry’s approach to ad identities.
The Single Identifier Myth: Why Paramount Wants Publishers to Diversify
Halley’s comments highlighted the limitations of relying on a single identifier in the advertising industry. He emphasized that the future of advertising will not be dependent on a single identifier, nor will it rely on proprietary sell-side identifiers. This statement challenges the conventional wisdom that a single identifier is the key to success in the industry.
Historically, proprietary IDs have dominated the advertising landscape. However, this approach has led to a fragmented market, where different players have their own unique identifiers. This fragmentation can create barriers to entry for new players and make it challenging for publishers to integrate with multiple media buyers.
The rise of multiple identity solutions marks a significant shift in the landscape. With the increasing importance of data-driven advertising, publishers need to adapt to a multi-ID world. This shift requires publishers to be more flexible in their approach to identity solutions, allowing them to integrate with multiple media buyers and their preferred identity solutions.
Halley’s vision for the future of advertising emphasizes flexibility and interoperability as key. By embracing multiple identity solutions, publishers can enhance their reach and targeting capabilities, mitigate risks associated with single ID solutions, and strengthen relationships with media buyers.
The Benefits of Embracing Multiple Identity Solutions
Embracing multiple identity solutions can have numerous benefits for publishers. By integrating with multiple media buyers and their preferred identity solutions, publishers can enhance their reach and targeting capabilities. This, in turn, can lead to increased revenue and improved campaign performance.
Enhanced Reach and Targeting Capabilities
By integrating with multiple media buyers, publishers can access a broader range of audiences and increase their reach. This can be particularly beneficial for publishers with niche audiences, as they can now tap into a wider range of media buyers who may be interested in targeting those audiences.
Moreover, embracing multiple identity solutions can also enhance targeting capabilities. By integrating with multiple media buyers, publishers can access a wider range of data points, allowing them to create more targeted and effective campaigns.
Mitigating Risks Associated with Single ID Solutions
Relying on a single identifier can be risky for publishers. If a single identifier is compromised or becomes outdated, it can have significant consequences for the publisher’s business. By embracing multiple identity solutions, publishers can mitigate these risks and ensure that their business remains resilient.
Moreover, embracing multiple identity solutions can also reduce dependence on a single identifier. This can be particularly beneficial for publishers who are looking to diversify their revenue streams and reduce their reliance on a single identifier.
Strengthening Relationships with Media Buyers
Embracing multiple identity solutions can also strengthen relationships with media buyers. By integrating with multiple media buyers and their preferred identity solutions, publishers can demonstrate their flexibility and willingness to adapt to the changing needs of the industry.
This, in turn, can lead to stronger relationships with media buyers and increased trust. By working together to integrate multiple identity solutions, publishers and media buyers can create more effective and targeted campaigns that drive real results.
Practical Steps for Publishers: Adapting to a Multi-ID World
Adapting to a multi-ID world requires publishers to take practical steps to integrate multiple identity solutions. Here are some key considerations for publishers:
Choosing the Right Identity Solutions: Factors to Consider
When choosing identity solutions, publishers should consider several factors, including:
- Scalability: Can the identity solution scale to meet the needs of the publisher’s business?
- Interoperability: Can the identity solution integrate with multiple media buyers and their preferred identity solutions?
- Security: Is the identity solution secure and reliable?
- Cost: What are the costs associated with implementing and maintaining the identity solution?
By considering these factors, publishers can choose identity solutions that meet their needs and support their business goals.
Integrating Multiple IDs: Technical and Operational Considerations
Integrating multiple identity solutions requires publishers to consider technical and operational factors, including:
- Data management: How will the publisher manage data across multiple identity solutions?
- Integration: How will the publisher integrate multiple identity solutions with their existing technology stack?
- Operational processes: How will the publisher adapt their operational processes to support multiple identity solutions?
By considering these factors, publishers can ensure a smooth integration process and minimize disruption to their business.
Building a Future-Proof Identity Strategy for Your Business
Building a future-proof identity strategy requires publishers to think strategically about their business goals and the role of identity solutions in achieving those goals. Here are some key considerations:
- Business goals: What are the publisher’s business goals, and how can identity solutions support those goals?
- Industry trends: What are the latest industry trends and developments in identity solutions, and how can the publisher adapt to those trends?
- Partnerships: Who are the key partners in the identity ecosystem, and how can the publisher work with those partners to achieve their business goals?
By considering these factors, publishers can build a future-proof identity strategy that supports their business goals and stays ahead of the curve in a rapidly evolving industry.
Conclusion
Rethinking Identity Solutions: A Warning from the Industry’s Own
The recent article from Adweek featuring a Paramount ad exec’s call to action has sent shockwaves through the publishing industry. The executive’s candid admission that publishers should refrain from developing their own identity solutions is a stark reminder that the current landscape is fraught with challenges. The key points revolve around the notion that publishers’ homegrown solutions often fall short of expectations, leading to a fragmented and ineffective ecosystem. Moreover, the emphasis on interoperability and standardization is underscored by the executive’s assertion that a unified approach is far more effective in the long run.
The significance of this topic cannot be overstated. As the digital advertising landscape continues to evolve, the quest for a seamless and standardized identity solution has become a pressing concern. Publishers’ attempts to create their own solutions may seem like a logical response, but the executive’s warning highlights the risks of a piecemeal approach. The implications are far-reaching, with potential consequences including wasted resources, decreased effectiveness, and a loss of faith in the industry as a whole. As the industry moves forward, it’s imperative that publishers and other stakeholders prioritize collaboration and standardization.