Sincera is a media telemetry service that provides novel data on the digital advertising ecosystem.

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As of March 1st, Sincera is moving over to Methodology 2.0, which is a more accurate representation of identifier configuration and deployment within the digital advertising industry. These counts are collected by monitoring over 200,000+ of the internet's most popular properties.

Axis Definition

In Methodology 1.0, the chart counted the number of publisher installations of an identifier. In Methodology 2.0, the chart now counts the number of publishers using using the identifier, which is more accurate barometer of an identifiers footprint.

Direct Implementation

Methodology 2.0 now includes detection and counts for identifiers that have been independently deployed by publishers outside of a header bidding environment.

Header Wrapper Detection

Methodology 2.0 now includes detection and identifier counts for the Zeus header wrapper, alongside Prebid (including Prebid derivatives) and IX Library.

Identifier Normalization

Identifiers are known as different values across environments. For example, the LiveRamp RampID is known as IdentityLink within Prebid, and as LiverampIP within the IX Library. In methodology 1.0, These would be detected as different identifiers with distinct counts between them. In methodology 2.0, these identifiers are normalized to RampID and support a single count for the identifier.

Publisher De-Duplication

The biggest change within Methodology 2.0 is the removal of duplicative counts for a identifier on a single publisher. In methodology 1.0, a publisher that had ID5 deployed in Prebid and ID5 deployed via IX Library would count as "2" installations for ID5. In Methodology 2.0, this is counted as "1." Regardless of the number of different implementations a publisher has of an identifier, it is never counted more than once. Questions or thoughts? Reach out at [email protected]!

As of March 1st, Sincera is moving over to Methodology 2.0, which is a more accurate representation of identifier configuration and deployment within the digital advertising industry. These counts are collected by monitoring over 200,000+ of the internet's most popular properties.

Collection vs. Configuration

The Identity Absorption Rate allows companies to see beyond which identifiers are configured in a given publisher environment - it allows customers to understand which identifiers are being actively collected and included in outbound exchange requests.

Absorption Chart

This chart tracks the identifier absorption rate - that is, what percentage of time is an identifier absorbed into outbound bid requests versus the times an identifier is available for pickup and ingestion into a bid stream.

Methodology

Absorption is measured across all publishers + RTB bidder adapters, supports both Prebid-based and Index Exchange library wrappers, and provides a completely different lens on identifier popularity and utilization.

Granular Absorption Data

Sincera pre-release customers have access to the granular absorption datasets - you can see absorption rate broken out for a given identifier by bidder / SSP, or by individual publisher, to hone in on enrichment gaps.

This chart tracks the identifier absorption rate amongst the most popular identifiers in the digital advertising ecosystem. Absorption is defined as the percentage of times is an identifier (when present) is "absorbed" into outbound bid requests versus the times an identifier is available for absorption and ingestion into a bid stream. Only identifiers with more than 500 publisher detections appear in this chart.

Identifier Types

Absorption isn't affected by email or deterministic inputs, or whether or not an identifier is a "cookie" - Absorption is only calculated if an identifier and SSP Bidder adapters are present. Note that each identifier's absorption rate is calculated independently of other identifiers.

Identifier Availability

An identifier's rarity (how frequent it is seen) does not affect it's absorption rate - since the metric is only generated when the identifier is present.

Identifier Generation

On Sincera, each identifier has their own unique methodology and workflow designed to ensure an identifier is successfully created / provided, so that Absorption can be effectively measured. For some deterministic identifiers, like RampId and UnifiedID 2.0 this means logging into a publisher, or using a debug-based input that always returns an identifier. For some identifiers, such as ID5, it's as simple as visiting the site and awaiting the provider to return an identifier. If you're an Identity Provider that wants to validate our detection, or if you just have general questions or feedback, feel free to reach out at [email protected]!