Ad ID Consortium Ramps Up In Q2, AppNexus McCarthy Says

SAN FRANCISCO — An initiative from three big ad-tech players to create a single pool of user identities is nearing technological completion and could go live from this coming Q2, according to an exec from one of the players involved.

AppNexus, Index Exchange and LiveRamp created The Advertising ID Consortium last May in an effort to reach scale versus the two big giants of digital advertising. It is trying to advance two pieces of technology:

Open Ad ID: used by the consortium members as...

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