Reaching the right user at the right time with the right message is the goal of digital advertising. Critical to that goal is the ability for ad tech companies to understand identity through the use of cookies. Unfortunately, it's not easy for these companies to work together without a universal ID for all to use. MediaVillage spoke with Garrett McGrath (pictured below), Vice President of Product Management,Data Services at Rubicon Project about why they are involved with the Advertising ID Consortium and the issues the consortium hopes to address.
The Promise Universal IDs Have for Digital Advertising
![The Promise Universal IDs Have for Digital Advertising](/media/articles/rawpixel-684806-unsplash_7LQPwNo.jpg.550x380_q85_box-21%2C0%2C636%2C427_crop.jpg.webp)