UnifID: InMobi’s answer to in-app identity in a privacy-centric world
A shifting focus on consumer privacy and the emergence of data protection regulations including the AppTrackingTransparency (ATT) framework by Apple, General Data Protection Regulation (GDPR) in Europe, and the California Consumer Privacy Act (CCPA) in California, has made it increasingly challenging for advertisers to ensure that they understand their audiences and effectively market their message to them
With current solutions becoming increasingly inefficient and obsolete, how can advertisers reach their targeted audiences with the right messaging and how can publishers not only maintain but grow sustainable ad revenue? The industry as a whole is in need of an identity infrastructure that can address these challenges while respecting privacy preferences while offering meaningful user experiences.
The Rise of Universal IDs
Universal IDs (UIDs) are standardized identifiers that recognize users and user identities across different platforms. The use of UIDs helps advertisers reach the right users who have given their consent, with the right ads at the right time across various platforms and devices.
With the rapidly deprecating usage of third-party cookies across browsers, UIDs have been considered to be a viable replacement in the desktop world. Today, UIDs have gained significant traction in the in-app world and are now being looked at as the most feasible and persistent identifier across devices. With addressable audiences made reachable by UIDs, advertisers can recognize a publisher’s audience and bid effectively on its inventory to improve campaign performance.
Collaborating with multiple UID partners, however, involve multiple integrations, meaning separate legal contracts per each identity partner, along with deployment, activation, and post-activation workflows for each one, which would be time-consuming and operationally challenging for any individual publisher.
Introducing InMobi’s UnifID
To address this challenge, InMobi has launched UnifID, which serves as an all-in-one identity solution for in-app publishers, enabling them to select and integrate seamlessly across multiple leading Universal ID partners, such as Liveramp, ID5, and Birtepool. This solution will help publishers make their audiences accessible to advertisers on any exchange or network while scaling revenues. This one-stop solution means publishers can integrate with multiple identity providers, with minimal legal, integration, and operational work involved at zero cost. Additionally, all the heavy lifting will be done by UnifID – it will safely collect all first-party data, retrieve and transfer corresponding identifiers to demand partners, and provide holistic management for the identifiers. Furthermore, UnifID is an open platform solution that publishers can use to work in conjunction with other external ad tech partners.
Advertisers benefit from this integration as they can gain access to a diverse and premium publisher universe, made possible with the flick of a switch. At its heart, UnifID honours privacy regulations across platforms and geographies, allowing advertisers to reach addressable users who have opted-in.
As the overall industry continues to evolve around privacy-first landscape, the UnifID solution serves as a one-of-a-kind identity solution that offers multiple benefits to in-app publisher partners and advertisers across the ecosystem. You can learn about UnifID workflows, privacy policies and more with our detailed guide here
By Vasuta Agarwal, managing director, Asia Pacific, InMobi