Switchboard, a module within The Tapad Graph, will connect emerging cookieless identifiers to traditional IDs, creating a more holistic view of the consumer and driving value exchange within the advertising ecosystem.
Switchboard, a module within The Tapad Graph, will operate as a global, privacy-safe solution to provide continuity in the absence of third-party cookies by connecting new cookieless identifiers to traditional digital IDs for a comprehensive view of consumers and their digital touchpoints. Switchboard will enable interoperability across the growing number of these digital identifiers and the value exchange between publishers, content creators and consumers.
Leading digital identity solutions partnering with Tapad at the launch of Switchboard include Unified ID 2.0, ID5, Lotame Panorama ID, Britepool, Retargetly IDx and Audigent Halo ID. Tapad plans to expand support to additional identity solutions on an ongoing basis.
In addition to these identity solutions, early partners across the ecosystem include The Trade Desk, Amobee, Martin, ShareThis, Eyeota and Catalina.
“This diverse group of launch partners and testing customers will prove that Switchboard is an important tenet for the future of identity resolution. We’re excited to be proactive in our approach to give marketers time to adapt new solutions and test their function in tandem with the third-party cookie, while continuing to give our customers flexibility and control,” said Mark Connon, General Manager of Tapad.
“As the industry evolves, Tapad’s Switchboard presents a privacy-safe solution that allows for the continued activation of data and an alternative to advertising within walled garden environments. We look forward to collaborating with Tapad and the industry as we collectively transition to support cookieless identity," said Don Lee SVP of Global Platform Partnerships of Eyeota.
“Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5's cookieless IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie,” said Mathieu Roche Co-founder & CEO of ID5.
Switchboard provides value across the marketing and advertising ecosystem as the need for the ability to support multiple cookieless ID’s across ad tech increases throughout 2021. With a decade of expertise creating digital identity resolution products, Tapad is poised to solve this challenge through innovation and quality, privacy-safe data-driven solutions.
“Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens,” said Pierre Diennet, Global Partnerships at Lotame. ”Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players.”
“As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad on this next-generation solution to provide a comprehensive view of consumers,” says Bryan Everett, Senior Vice President of Global Business Development at Amobee. “With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs.”
