Welcome to Week #7 (2025) of the global ID tracker by Roqad

We welcome you back to home of the ID tracker! Below we have the performance charts for universal/alternative/extended IDs from Europe.

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 about the landscape.

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

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CARSTEN FRIEN