Welcome to Week #40 - North America

Hello! We got some requests to break up the ID Tracker into two different releases -- one for Europe and one for North America. So we'll give it a shot. Of course you know that there are many super alternative IDs out there, they have different strengths, so we are here to show you the performance numbers that we're seeing in the North American and European bidstreams to help you decide what to add to your identity spine and/or to augment your general wisdom.

How to read the charts:

Y axis = [ID NAME] is found on [x]% of bid requests

X axis = week # of 2024

A cheat sheet for some of the ID names:

sharedID = Pubcid = Prebid

Rubiconproject ID = Magnite

Neustar ID = TransUnion

Adnxs ID = Microsoft Advertising

Beeswax ID = Comcast

Identitylink ID = Liveramp

Krux ID = Salesforce

Smartadserver ID = Equativ

Britepool ID = Big Token

adsrvr-org = UID1.0 by The Trade Desk

UID 2.0 = The Trade Desk

The North America Charts

I hope you find this data useful for your "identity spine" projects. Thanks for subscribing and reading and reach out to Joe Cha if you have any questions. Many thanks to the following who make this tracker possible: @James Kusuda , Krzysztof Sprycha , Alasdair Cross , Bartek Bogacki , Radek Szafranek , Carsten Frien , and the stupendous Micha? Brzozowicz ...