Identity Partner List (IPL) FAQ

Ever since MMAGlobal and AdExchanger announced the launch of the Identity Partner List (IPL), we’ve been fielding questions about it. Some of which include…

Q: How important is this?

In the words of our CEO & Principal, Matt Prohaska: “We are in the middle of the greatest transformation to our industry since the combined rise of social media and smartphones in 2007. Marketers are facing some of the biggest challenges in history and they must have the knowledge and support to make these decisions that will define their business for decades to come.”

There have been a lot of calls and industry panels on this. Matt is not out on a limb.

Q: Why does the List have such a wide variety of partners?

Initially, you might think about identity in terms of your display, social and mobile needs. 

However, identity also impacts email, CTV, DOOH, in-app, audio, video, direct mail and more. 

Q: Beyond who is on it, what is the single biggest takeaway to draw from the List?

Short: the world is a lot broader than Big Tech. Identity is complicated.

Long: There are 100+ partners on the IPL, each addressing Identity in a range of methods and channels. There is not really a 100% scale solution for brands and publishers. 

An expert “cocktail” of partners, depending on regional coverage needs, consumer category, and several other factors, may be your best approach.

Q: Who should bookmark the IPL link?

Any brand or publisher who is concerned about the next step beyond third-party cookies are the most obvious candidates – especially if they have specific regional needs.

We have also heard from several partners who have evolved into identity partners that are not yet on the list. If this describes you, please get in touch. Our goal is to be thorough and helpful. (Besides, it is free.)

Q: What is the difference between a Deterministic and a Probabilistic approach to Identity?

A deterministic approach to identity uses info that is supplied by people directly or is personally identifiable. Probabilistic data is based on probabilities, and compiles individual pieces of info to create an identifier.

Q: How does a Contextual approach to Identity work?

By assuming that users reveal different aspects of themselves depending on context. An example would be someone who browses the Web for work, then pleasure — or someone who is shopping for a friend or relative, not themself. 

Contextual identity partners provide reach to audiences who are presumed to have similar interests based on their online behavior. There is a considerable opportunity for these partners, as they are often ID-free solutions.

Q: What are the criteria for getting into the IPL?

The partner must have their own identity solution. We’ve purposefully excluded companies that have only identity hubs, where they connect with various IDs.

Q: What do the regional support abbreviations on the IPL signify?

The partner covers needs for a significant portion of the area, but not necessarily all of it.

Q: What is the publication schedule for updates?

As needed, but often. Evaluation will be done by a team based vetting process based on a change request. You will find the publication date in the bottom left-hand corner of the PDF.

Q: What will future versions of this List look like?

Our goal in producing the IPL is to further the conversation – and that is happening with speed. We will continue to refine the IPL to be responsive to the needs of the marketplace.

Q: How can I learn more about Identity issues?

Download the IPL and ask to talk to a Prohaska Consultant. You will also find us moderating the after-session panel at the MMA Global Identifier Solutions “Great Debates” series, which runs through 2021. Register here.