Smart AdServer Identity Indicator reveals current state of consent and identity

Identity Indicator - image by john schnobrich

Smart AdServer, the independent ad tech platform – today released its January 2022 Identity Indicator.

The latest quarterly report offers insights into the emerging trends around consent and identity throughout the shift towards a privacy-first digital advertising ecosystem.

Identity Indicator

Preparing for a cookieless future remains front of mind for buyers and sellers as they seek to understand the impact cookie and mobile ID deprecation will have on the industry. 

Smart’s Identity Indicator is a snapshot of key metrics across eight major markets – UK, USA, Germany, France, Italy, Spain, Mexico, Brazil – providing an overview of the current state of consent and identity across the industry.

Key findings include:

  • Share of in-app inventory with positive ATT framework consent increased in all markets, except Spain, since Summer 2021
  • Auction share with alternative user IDs grew in all markets, with the largest growth in the UK – 68% of UK auctions were sent with alternative user IDs, which is an increase of 24 percentage points compared to September
  • In the UK, only 15% of auctions on desktop, and 20% of mobile auctions, take place in browsers that already limit third-party cookies (Safari and Firefox)
  • France had the highest percentage of auctions with no consent, while Spain showed the most growth
    • France’s rate remained almost 3x higher than Germany, which ranks second highest
    • France’s high ranking may be due to the CNIL guideline enforcement

“As cookies will fade away next year, 2022 offers the last opportunity to test and learn how alternative approaches can be a relevant replacement to the third-party cookie while they still exist”, said Benoit Hucafol, Head of Demand Products, Smart. 

“It’s now time to test new approaches (e.g. semantic contextual targeting, use of alternative IDs, 1st party data) and measure performance. 

“It has become clear that multiple approaches and providers will co-exist and will serve different needs: reach vs precision, non-consent vs consented approach, targeting vs conversion measurement, etc. 

“It will take time to find the right mix. Let’s start now!”

Mathieu Roche, Co-Founder & CEO, ID5, said: “In 2022, we expect more platforms to integrate with alternative IDs and more end-to-end test campaigns to be conducted to measure their effectiveness. 

“My advice to those who are yet to explore alternative ID solutions is not to procrastinate any further. It can be difficult to choose what to test in a market overcrowded with identity providers. 

“Prioritise solutions that have demonstrated their effectiveness and that, alongside increased addressability, have implemented mechanisms that go beyond industry best practices when it comes to respecting users’ privacy preferences.”