Eliminating third-party cookies requires ensuring that publishers’ audiences will be accurately identified further so advertisers could bid on inventory. Considering this, digital ad tech company Adtelligent has launched a Consolidated ID solution amidst a changing digital marketing environment.

Adtelligent Consolidated ID is a new comprehensive system for publishers. It’s based on Prebid’s open-source User ID module as a key element of the Prebid header bidding software suite.

The proposed solution is a guarantee of the publishers’ audience identification in the absence of third-party cookies. Consolidated ID aims to contribute to the effectiveness of buyers’ ad campaign performance and enhance publishers’ programmatic monetization.

“Our decision to create the identity management tool is driven by circumstances prevailing in the digital advertising ecosystem. Adtelligent Consolidated ID is a transparent and easy-to-use software that helps publishers improve audience addressability and maximize programmatic revenue. It can be pre-integrated with our Header Bidding Management Platform, and it is also available as a stand-alone solution,” says Ivan Liashok, Head of Product Adtelligent Inc.

The new identity management solution allows publishers to manage multiple IDs for each ad impression and provide buyers with their expected audience. Adtelligent Consolidated ID is pre-integrated with all key user id solutions and dynamically decides which would be the best ones for the particular advertiser that publisher works with. Due to the built-in reporting and UI-improved interface, publishers can monitor the value of each partner ID and track their efficiency.